PT  - JOURNAL ARTICLE
AU  - Bruner, Gordon C.
AU  - Kumar, Anand
TI  - Web Commercials and Advertising Hierarchy-of-Effects
AID  - 10.2501/JAR-40-1-2-35-42
DP  - 2000 Jan 01
TA  - Journal of Advertising Research
PG  - 35--42
VI  - 40
IP  - 1-2
4099  - http://www.journalofadvertisingresearch.com/content/40/1-2/35.short
4100  - http://www.journalofadvertisingresearch.com/content/40/1-2/35.full
SO  - J Advert Res2000 Jan 01; 40
AB  - The purpose of this study was to replicate and extend a previous study (Stevenson, Bruner, and Kumar, 2000) by further exploring the advertising hierarchy-of-effects and its antecedents in the context of the world wide web. In doing this, the effects of webpage complexity and dynamic content (e.g., animated graphics and commercials) on the hierarchy-of-effects were experimentally tested using non student subjects. It concludes that consumers experiences with the web, and their attitudes-towards-websites are important factors in assessing advertising effects.