{"id":"https://openalex.org/W2961915592","doi":"https://doi.org/10.1007/978-3-030-20500-3_17","title":"Study on How Television Commercials Affect Consumer Reactions with Visual Strategies","display_name":"Study on How Television Commercials Affect Consumer Reactions with Visual Strategies","publication_year":2019,"publication_date":"2019-06-07","ids":{"openalex":"https://openalex.org/W2961915592","doi":"https://doi.org/10.1007/978-3-030-20500-3_17","mag":"2961915592"},"language":"en","primary_location":{"id":"doi:10.1007/978-3-030-20500-3_17","is_oa":false,"landing_page_url":"https://doi.org/10.1007/978-3-030-20500-3_17","pdf_url":null,"source":{"id":"https://openalex.org/S2764905038","display_name":"Advances in intelligent systems and computing","issn_l":"2194-5357","issn":["2194-5357","2194-5365"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319965","host_organization_name":"Springer Nature","host_organization_lineage":["https://openalex.org/P4310319965"],"host_organization_lineage_names":["Springer Nature"],"type":"book series"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advances in Intelligent Systems and Computing","raw_type":"book-chapter"},"type":"book-chapter","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5074894530","display_name":"Pikki Fung","orcid":null},"institutions":[{"id":"https://openalex.org/I8679417","display_name":"Hong Kong Metropolitan University","ror":"https://ror.org/0349bsm71","country_code":"HK","type":"education","lineage":["https://openalex.org/I8679417"]}],"countries":["HK"],"is_corresponding":false,"raw_author_name":"Pikki Fung","raw_affiliation_strings":["Department of Creative Arts, The Open University of Hong Kong, Jocly Club Campus, Ho Man Tin, Hong Kong"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Creative Arts, The Open University of Hong Kong, Jocly Club Campus, Ho Man Tin, Hong Kong","institution_ids":["https://openalex.org/I8679417"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5071111678","display_name":"Amic G. Ho","orcid":"https://orcid.org/0000-0002-2586-9138"},"institutions":[{"id":"https://openalex.org/I8679417","display_name":"Hong Kong Metropolitan University","ror":"https://ror.org/0349bsm71","country_code":"HK","type":"education","lineage":["https://openalex.org/I8679417"]}],"countries":["HK"],"is_corresponding":false,"raw_author_name":"Amic G. Ho","raw_affiliation_strings":["Department of Creative Arts, The Open University of Hong Kong, Jocly Club Campus, Ho Man Tin, Hong Kong","School of Arts and Social Sciences, Creative Arts, Open University of Hong Kong, Jubilee College, Ho Man Tin, Kowloon, Hong Kong"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Creative Arts, The Open University of Hong Kong, Jocly Club Campus, Ho Man Tin, Hong Kong","institution_ids":["https://openalex.org/I8679417"]},{"raw_affiliation_string":"School of Arts and Social Sciences, Creative Arts, Open University of Hong Kong, Jubilee College, Ho Man Tin, Kowloon, Hong Kong","institution_ids":["https://openalex.org/I8679417"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":2.9401,"has_fulltext":false,"cited_by_count":4,"citation_normalized_percentile":{"value":0.91572448,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":90,"max":95},"biblio":{"volume":null,"issue":null,"first_page":"162","last_page":"173"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12496","display_name":"Color perception and design","score":0.995199978351593,"subfield":{"id":"https://openalex.org/subfields/3207","display_name":"Social Psychology"},"field":{"id":"https://openalex.org/fields/32","display_name":"Psychology"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12496","display_name":"Color perception and design","score":0.995199978351593,"subfield":{"id":"https://openalex.org/subfields/3207","display_name":"Social Psychology"},"field":{"id":"https://openalex.org/fields/32","display_name":"Psychology"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14254","display_name":"Digital Media and Visual Art","score":0.9713000059127808,"subfield":{"id":"https://openalex.org/subfields/1704","display_name":"Computer Graphics and Computer-Aided Design"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9710000157356262,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/affect","display_name":"Affect (linguistics)","score":0.8029384613037109},{"id":"https://openalex.org/keywords/typeface","display_name":"Typeface","score":0.7025599479675293},{"id":"https://openalex.org/keywords/mood","display_name":"Mood","score":0.643203854560852},{"id":"https://openalex.org/keywords/psychology","display_name":"Psychology","score":0.5762567520141602},{"id":"https://openalex.org/keywords/visual-communication","display_name":"Visual communication","score":0.47545143961906433},{"id":"https://openalex.org/keywords/key","display_name":"Key (lock)","score":0.47387978434562683},{"id":"https://openalex.org/keywords/process","display_name":"Process (computing)","score":0.4138942062854767},{"id":"https://openalex.org/keywords/cognitive-psychology","display_name":"Cognitive psychology","score":0.41025710105895996},{"id":"https://openalex.org/keywords/multimedia","display_name":"Multimedia","score":0.3410784602165222},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.32102251052856445},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.3128708600997925},{"id":"https://openalex.org/keywords/social-psychology","display_name":"Social psychology","score":0.30041536688804626},{"id":"https://openalex.org/keywords/visual-arts","display_name":"Visual arts","score":0.20646673440933228},{"id":"https://openalex.org/keywords/communication","display_name":"Communication","score":0.18727326393127441},{"id":"https://openalex.org/keywords/art","display_name":"Art","score":0.1493193805217743}],"concepts":[{"id":"https://openalex.org/C2776035688","wikidata":"https://www.wikidata.org/wiki/Q1606558","display_name":"Affect (linguistics)","level":2,"score":0.8029384613037109},{"id":"https://openalex.org/C80797182","wikidata":"https://www.wikidata.org/wiki/Q17451","display_name":"Typeface","level":2,"score":0.7025599479675293},{"id":"https://openalex.org/C2780733359","wikidata":"https://www.wikidata.org/wiki/Q331769","display_name":"Mood","level":2,"score":0.643203854560852},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.5762567520141602},{"id":"https://openalex.org/C105842133","wikidata":"https://www.wikidata.org/wiki/Q1899679","display_name":"Visual communication","level":2,"score":0.47545143961906433},{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.47387978434562683},{"id":"https://openalex.org/C98045186","wikidata":"https://www.wikidata.org/wiki/Q205663","display_name":"Process (computing)","level":2,"score":0.4138942062854767},{"id":"https://openalex.org/C180747234","wikidata":"https://www.wikidata.org/wiki/Q23373","display_name":"Cognitive psychology","level":1,"score":0.41025710105895996},{"id":"https://openalex.org/C49774154","wikidata":"https://www.wikidata.org/wiki/Q131765","display_name":"Multimedia","level":1,"score":0.3410784602165222},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.32102251052856445},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.3128708600997925},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.30041536688804626},{"id":"https://openalex.org/C153349607","wikidata":"https://www.wikidata.org/wiki/Q36649","display_name":"Visual arts","level":1,"score":0.20646673440933228},{"id":"https://openalex.org/C46312422","wikidata":"https://www.wikidata.org/wiki/Q11024","display_name":"Communication","level":1,"score":0.18727326393127441},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.1493193805217743},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.0},{"id":"https://openalex.org/C38652104","wikidata":"https://www.wikidata.org/wiki/Q3510521","display_name":"Computer security","level":1,"score":0.0},{"id":"https://openalex.org/C111919701","wikidata":"https://www.wikidata.org/wiki/Q9135","display_name":"Operating system","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1007/978-3-030-20500-3_17","is_oa":false,"landing_page_url":"https://doi.org/10.1007/978-3-030-20500-3_17","pdf_url":null,"source":{"id":"https://openalex.org/S2764905038","display_name":"Advances in intelligent systems and computing","issn_l":"2194-5357","issn":["2194-5357","2194-5365"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319965","host_organization_name":"Springer Nature","host_organization_lineage":["https://openalex.org/P4310319965"],"host_organization_lineage_names":["Springer Nature"],"type":"book series"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advances in Intelligent Systems and Computing","raw_type":"book-chapter"}],"best_oa_location":null,"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/5","score":0.4000000059604645,"display_name":"Gender equality"}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":5,"referenced_works":["https://openalex.org/W1489179810","https://openalex.org/W2002149948","https://openalex.org/W2131597566","https://openalex.org/W2137303404","https://openalex.org/W2484122503"],"related_works":["https://openalex.org/W2326324334","https://openalex.org/W2312731382","https://openalex.org/W1537542020","https://openalex.org/W2100627145","https://openalex.org/W2770654","https://openalex.org/W1528829778","https://openalex.org/W769498136","https://openalex.org/W1988148512","https://openalex.org/W2123430089","https://openalex.org/W1967657460"],"abstract_inverted_index":null,"counts_by_year":[{"year":2023,"cited_by_count":1},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":2}],"updated_date":"2026-06-11T09:08:48.828518","created_date":"2025-10-10T00:00:00"}