Thomas J. Olney

h-index

Publications

555

Citations

Publications

1 shown

Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time

Thomas J. Olney , Morris B. Holbrook , Rajeev Batra

This study develops and tests a hierarchical model of advertising effects on viewing time. The ads studied represent a sample of commercials aired during prime-time broadcasts, ...

1991 Journal of Consumer Research 555 citations

Frequent Co-Authors

Morris B. Holbrook

Columbia University

Rajeev Batra

University of Michigan

Researcher Info

h-index: 1
Publications: 1
Citations: 555

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Impact Metrics

h-index 1

h-index: Number of publications with at least h citations each.