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| | Journal of Advertising: AROUSAL, MEMORY, AND IMPRESSION-FORMATION EFFECTS OF ANIMATION SPEED IN WEB ADVERTISING (Site not responding. Last check: 2007-11-04) |
 | | Arousal was monitored during reception, while memory, conation, and impression formation were measured via a postexposure paper-and-pencil questionnaire. |
 | | This activity is manifested in physiological changes such as decrease in heart rate, increase in skin conductance, and variations in brain electrical activity (Heo and Sundar 200Oa; see also Reeves and Nass 1996). |
 | | Since physiological arousal takes a relatively long time to subside, some degree of residual excitation may be present even when the user is no longer exposed to the stimulus. |
| www.findarticles.com /p/articles/mi_qa3694/is_200404/ai_n9399628 (1325 words) |
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