Browsing College of Business by Author "Bee, Colleen C."

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It's not whether you win or lose; it's how the game is played: the influence of suspenseful sports programming on advertising

Bee, Colleen C.; Madrigal, Robert (M.E. Sharpe, Inc., 2012)

The current research investigates the interplay of program suspense, game outcome, advertisement placement, and ad execution on viewer reactions to advertising embedded in sports programming. In support of excitation tra ...