Document Type
Article
Publication Date
6-1-2014
Publication Title
International Journal of Digital Television
Abstract
In an experiment manipulating the image quality of television ads, 127 participants watched television commercials in either high or low image quality. The participants rated each ad for their attitude towards the ad and purchase intentions. Additionally, sensations of telepresence and transportation were assessed. The participants who viewed the ads in higher image quality reported more positive attitudes towards the brands, and higher levels of telepresence. The implications are discussed.
DOI
10.1386/jdtv.5.2.137_1
Version
Preprint
Recommended Citation
Bracken, C. C. (2014). Investigating the impact of television advertisement image quality on telepresence, attitude towards brands and purchase intentions. International Journal of Digital Television, 5(2), 137–147. https://doi.org/10.1386/jdtv.5.2.137_1
Volume
5
Issue
2
