Same 15-second ad, two short-video feeds, 120 viewers: which platform format is remembered after 24 hours, and does recall move intent?
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- Within-subject exposure experiment (counterbalanced, n ≈ 120)
- Mock short-video feeds built as clickable prototypes on phones
- Google Forms (immediate and 24-hour delayed recall)
- IBM SPSS Statistics (paired t-test, McNemar, multiple regression)
- +2