Patrick De Pelsmacker

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In a sample of 281 respondents, the effect of a noninteractive and a medium-interactive television program on recall and brand attitudes for low- and high-involvement products advertised in banners during these programs was investigated. Medium-interactive programs resulted in less product and brand recall and recognition of brands in embedded banner(More)
The purpose of this study was to construct a brief version of the 40-item Affect Intensity Measure. Since the assumed one-dimensionality of the scale has been criticized lately, special attention was paid to the factor structure of the full and the brief scales. The scales were tested in three different samples: 510 Belgian citizens representative of the(More)
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The current study explores how competition and gaming expertise affect the satisfaction of competence needs and gaming gratifications. We demonstrate that competition moderates the effect of gaming expertise on the satisfaction of competence needs, which in turn affects game enjoyment and replay intention. Gaming expertise predicted players' need(More)
This study investigates the impact of an interactive television public-service announcement (PSA) containing an anti-speeding threat appeal on feelings of telepresence and behavioral intention. In a 2 × 2 × 2 between-subjects factorial design with 213 participants, the level of threat evoked by a traditional PSA, by the interactive part of the PSA(More)
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