Concepedia

Mira Mayrhofer

MM

6

Publications

340

Citations

6

H-Index

2016

Active since

Affiliations

University of Vienna(Current)

Mira Mayrhofer is an author at University of Vienna specializing in media effects, arts, and persuasion.

Top concepts

Publications per year

2016–2020

6

Publications

6

User generated content presenting brands on social media increases young adults’ purchase intention

Mira Mayrhofer, Jörg Matthes, Sabine Einwiller et al. · International Journal of Advertising · 2019 · 192 citations · Full text

, , +23

Children's attitudinal and behavioral reactions to product placements: investigating the role of placement frequency, placement integration, and parental mediation

Brigitte Naderer, Jörg Matthes, Franziska Marquart et al. · International Journal of Advertising · 2016 · 56 citations

Shaping children's healthy eating habits with food placements? Food placements of high and low nutritional value in cartoons, Children's BMI, food-related parental mediation strategies, and food choice

Brigitte Naderer, Jörg Matthes, Alice Binder et al. · Appetite · 2017 · 35 citations

, , +13

Healthy, sweet, brightly colored, and full of vitamins: cognitive and affective persuasive cues of food placements and children’s healthy eating behavior

Brigitte Naderer, Alice Binder, Jörg Matthes et al. · International Journal of Advertising · 2020 · 22 citations

Drinking at Work: The Portrayal of Alcohol in Workplace-Related TV Dramas

Mira Mayrhofer, Jörg Matthes · Mass Communication & Society · 2017 · 18 citations · Full text

, , +22

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