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- W3145089609 abstract "Measuring multimedia exposure is challenging, since the impact of multimedia-content on a user is dependent on the user, the multimedia-content, the context, previous exposure, etc. We focus on measuring the impact of a commercial on a user's consumption behavior. We aim to understand the relation between a commercial and its effects on a consumer; whether watching a particular commercial affects an individual's consumption behavior regarding the advertised product. This paper covers a segment of the larger study which is building a model for measuring the multimedia exposure of the users caused by a commercial. The goal of this paper is to test the developed instrument via an online crowdsourcing study, and analyze the participation date and time, and the attentiveness of the users. The aim is to evaluate the applicability of crowdsourcing platforms as an alternative to testing real users in the laboratory. We evaluate the psychometric characteristics (validity and reliability) of the developed instrument. The reliability coefficient α shows good reliability and coefficient ω shows good saturation model." @default.
- W3145089609 created "2021-04-13" @default.
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- W3145089609 date "2020-12-11" @default.
- W3145089609 modified "2023-09-23" @default.
- W3145089609 title "An Online Crowdsourcing Experiment to Model the Effects of a Commercial on a User's Consumption Behavior" @default.
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- W3145089609 doi "https://doi.org/10.1145/3445815.3445818" @default.
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