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Showing 1 to 1 of 1 for “"Branded Product Placement"”.
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Branded entertainment in emotional scenes: excitation transfer or direct affect transfer?
… brands (e.g., celebrity, length of time, type of placement, plot connection, type of show/movie); however, to date, the emotional level of the scenes is not one of them. Similarly, academics have investigated memory and persuasion effects related to branded entertainment yet none have explored how …