PT  - JOURNAL ARTICLE
AU  - Stevenson, Julie S.
AU  - Bruner, Gordon C.
AU  - Kumar, Anand
TI  - Webpage Background and Viewer Attitudes
AID  - 10.2501/JAR-40-1-2-29-34
DP  - 2000 Jan 01
TA  - Journal of Advertising Research
PG  - 29--34
VI  - 40
IP  - 1-2
4099  - http://www.journalofadvertisingresearch.com/content/40/1-2/29.short
4100  - http://www.journalofadvertisingresearch.com/content/40/1-2/29.full
SO  - J Advert Res2000 Jan 01; 40
AB  - For technical reasons commercials on the web, in the near future, are likely to appear in a portion of the monitor. If the videos do not fill up the entire screen, then the question becomes what should take up the rest of the space? Does the type of background have a significant impact on one's attitude toward the commercial, the product being promoted, and the website itself? This paper reports an experiment to explore the potential relationship between webpage background and viewer attitudes. The results indicate that simpler backgrounds have significantly more positive impacts on attitude-toward-the-ad, attitude-toward-the-brand, purchase intention, and attitude-toward-the-website. These results are especially relevant for those situations where it is expected that the commercials will only be seen once.