RT Journal Article
SR Electronic
T1 Web Commercials and Advertising Hierarchy-of-Effects
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 35
OP 42
DO 10.2501/JAR-40-1-2-35-42
VO 40
IS 1-2
A1 Gordon C. Bruner II
A1 Anand Kumar
YR 2000
UL http://www.journalofadvertisingresearch.com/content/40/1-2/35.abstract
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.