The main purpose of this study is to explore theoretically and empirically the effects of consumers' different surfing behaviors in terms of advertising effectiveness in the new media context. This study attempts to answer two primary questions: (1) What effect does interactivity have on attitude and memory? (2) What is the role of individual motivation on clicking behavior on the Web site? In this study, perceived interactivity was also found to influence consumers' attitudes toward the ad and memory for its contents. This finding is consistent with literature about the effects of interaction on attitude and memory. Results of this study showed a positive impact of perceived interactivity on both attitude and memory.

This study examined the moderating effects of product involvement on the effects of humour on memory and attitude towards the advertisement by using multi-year survey (1992 to 1997) of responses to commercials shown during the Super Bowl. Positive and significant relationships between humorous advertisements on memory and attitude were found through multiple regression analysis. Furthermore, results show that humorous advertisements are more effective in low-involvement products in terms of memory and attitude towards the advertisement.

No abstract

This study examined the effects of Web site structures in terms of advertising effectiveness- memory, attitude, and behavioral intentions. The primary research question for this study is, What type of Web site (Web ad) structure is most effective? In the pilot study, we tested the difference between two Web site structures, linear and interactive, in terms of traditional advertising effectiveness. Results from the pilot study did not support our research expectations. However, differences in terms of memory were noted between the two structures. After re-creating the Web site based on subjects' comments, in the final experiment, we examined the differences between the two structures and the moderating role of personality difference on the effects of Web site structure. The results confirm that participants' attitude, memory, and behavioral intentions were affected differently by the different Web site structures. However, some research hypotheses were not supported by the current data.

No abstract