TY - JOUR T1 - Web Commercials and Advertising Hierarchy-of-Effects JF - Journal of Advertising Research JO - J Advert Res SP - 35 LP - 42 DO - 10.2501/JAR-40-1-2-35-42 VL - 40 IS - 1-2 AU - Gordon C. Bruner II AU - Anand Kumar Y1 - 2000/01/01 UR - http://www.journalofadvertisingresearch.com/content/40/1-2/35.abstract N2 - 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. ER -