Time Compression, Response Opportunity, and Persuasion

Authors:
  • DMDanny L. Moore
    Danny L. Moore
  • DHDouglas Hausknecht
    Douglas Hausknecht
  • KTKanchana Thamodaran
    Kanchana Thamodaran
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Abstract
The effects of time-compressed advertising on attention allocation and attitudinal judgments are examined. The results of a series of experiments ind