In-Store Video Advertising Effectiveness
通过三项实地实验，研究了快速发展的店内视频广告的效果，发现即使曝光时间较短，也能提升消费者的回忆、识别、品牌熟悉度和购买意愿。
<h3>ABSTRACT</h3> The current study explores the impact of in-store video advertising, which has been developing quickly but has been little researched. The study consists of three field studies that examine the effectiveness of this medium. Study 1 utilized a head-mounted mini-camera to identify the extent to which in-store video advertising appeared in consumers9 field of view. Study 2 evaluated recall and recognition of in-store video advertising. Finally, Study 3 manipulated the format of in-store video advertising to identify factors that might enhance recognition. Data reveal that, despite relatively brief exposure, in-store video advertising can be effective in generating increased recall, recognition, brand familiarity, and purchase intention.