When attention-grabbing tactics backfire during media multitasking: The detrimental effect of atypical advertising slogans on brand attitude

Elisabeth Wolfsteiner; Marion Garaus

doi:10.1016/j.tele.2023.101981

When attention-grabbing tactics backfire during media multitasking: The detrimental effect of atypical advertising slogans on brand attitude

Fachhochschule Wiener Neustadt GmbH

Publikation: Beitrag in Fachzeitschrift › Artikel › peer-review

Originalsprache	Englisch
Aufsatznummer	101981
Fachzeitschrift	Telematics and Informatics
Jahrgang	81
DOIs	https://doi.org/10.1016/j.tele.2023.101981
Publikationsstatus	Veröffentlicht - Juni 2023

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10.1016/j.tele.2023.101981

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title = "When attention-grabbing tactics backfire during media multitasking: The detrimental effect of atypical advertising slogans on brand attitude",

keywords = "Advertising slogans, Brand attitude, Manipulative intent, Media multitasking, Persuasion knowledge model",

author = "Elisabeth Wolfsteiner and Marion Garaus",

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year = "2023",

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doi = "10.1016/j.tele.2023.101981",

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AU - Garaus, Marion

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When attention-grabbing tactics backfire during media multitasking: The detrimental effect of atypical advertising slogans on brand attitude

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