Click on the PDF link for the complete article.
ABSTRACT
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.
- © Copyright Advertising Research Foundation 2000
ARF MEMBERS
If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In
Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00
Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.
Log in using your username and password
Vol 40 Issue 1-2
