Banner Advertiser-Web Site Context Congruity and Color Effects on Attention and Attitudes

Moore, Robert; Stammerjohan, Claire Allison; Coulter, Robin A.

doi:10.1080/00913367.2005.10639189

Cited by 236 publications

(152 citation statements)

References 74 publications

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“…Liu et al (2015) also theorized a positive relationship between the attractive placement of products and ATA. Additionally, several studies have examined the potential effect of site stimuli on visitors' responses Ching et al, 2013;Flores et al, 2014;Goodrich, 2014;Hwang, Yoon, & Park, 2011;Moore et al, 2005;Wu et al, 2008). Overall, the findings have suggested that more attractive and interesting stimuli can lead to more favorable attitudes.…”

Section: The Effects Of Wavd On Advertising Attitude and Brand Attitudementioning

confidence: 99%

“…In this light, we attempt to explore whether visual cues in web advertising (e.g., background color, images, and flash design) influence advertising outcomes as measured by advertising attitude, brand attitude, and online purchase intention. In an internet context, much research has shown that attractive and pleasurable site stimuli can enhance positive consumer responses Ching et al, 2013;Cho & Kim, 2012;Day, Shyi, & Wang, 2006;Flores et al, 2014;Kim, Kim, & Park, 2010;Liu, Chou, & Liao, 2015;Moore, Stammerjohan, & Coulter, 2005;Richard, 2005;Sokolik et al, 2014). Hence, the responses of online consumers may be influenced by visual attractiveness in web advertising as well.…”

Section: Web Advertising Visual Design (Wavd)mentioning

confidence: 99%

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The effect of web advertising visual design on online purchase intention: An examination across gender

Shaouf

Lü

2016

Computers in Human Behavior

222

133

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With web advertising growing to be a huge industry, it is important to understand the effectiveness of web advertisement. In this study we investigate the effects of web advertising visual design (WAVD) purchasing intention within the framework of an integrated model. Nine hypotheses were developed and tested on a dataset of 316 observations collected via a questionnaire survey. The results of structural equation modeling (SEM) indicate that while web advertising visual cues influence consumers' purchasing intention through advertising attitudes and brand attitudes, they do not have direct effects on purchasing intention. Further results on the moderating role of gender suggest that web advertising visual cues have direct effect on consumers' purchasing intention for male groups but not for female groups. This study contributes to the understanding the role of visual dimensions in forming online purchase intentions.

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Section: The Effects Of Wavd On Advertising Attitude and Brand Attitudementioning

confidence: 99%

Section: Web Advertising Visual Design (Wavd)mentioning

confidence: 99%

The effect of web advertising visual design on online purchase intention: An examination across gender

Shaouf

Lü

2016

Computers in Human Behavior

222

133

View full text Add to dashboard Cite

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“…Visual mediums may be easier to remember than print-only mediums (Fox, et. al., 2004;Kools, Van de Wiel, Ruiter, & Kok, 2005;Van der Molen and Klijn, 2004), and congruency of those images also plays a role in memory (Moore, Stammerjohan & Coulter, 2005). This is especially pertinent to our understanding of recall on the Web, since most content on the Web is accompanied by images.…”

Section: Introductionmentioning

confidence: 99%

Information Literacy on the Web: How College Students Use Visual and Textual Cues to Assess Credibility on Health Websites

Pariera¹

2012

Comminfolit

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One of the most important literacy skills in today's information society is the ability to determine the credibility of online information. Users sort through a staggering number of websites while discerning which will provide satisfactory information. In this study, 70 college students assessed the credibility of health websites with a low and high design quality in either low or high credibility groups. The study's purpose was to understand if students relied more on textual or visual cues in determining credibility and to understand if this affected their recall of those cues later. The results indicate that when viewing a high credibility website, high design quality will bolster the credibility perception, but design quality will not compensate for a low credibility website. The recall test also indicated that credibility does impact the participants' recall of visual and textual cues. Implications are discussed in light of the Elaboration Likelihood Model. [ARTICLE]Pariera: Information Literacy on the Web: How College Students Use Visual

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“…Moore et al (2005) also investigate the importance of congruity between the website and the ad and find that congruity has favorable effects on attitudes. Lastly, in an empirical modeling study, Manchanda et al (2006) examine the relationship between banner advertising and purchase patterns.…”

Section: Literaturementioning

confidence: 99%

From Generic to Branded: A Model of Spillover in Paid Search Advertising

Rutz

Bucklin

2011

Journal of Marketing Research

308

104

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In Internet paid search advertising, many marketers pay for search engines to serve text ads in response to keyword searches that are generic (e.g., "Hotels") or branded (e.g., "Hilton Hotels").While stand-alone metrics usually show that generic keywords have higher apparent costs to the advertiser than branded keywords, generic search may create a spillover effect on subsequent branded search. Building on the Nerlove-Arrow advertising framework, the authors propose a dynamic linear model to capture the potential spillover from generic to branded paid search. In the model, generic search ads expose users to information about the advertiser's brand, increasing its awareness level. This, in turn, affects future search activity for keywords which include the brand name. Using a Bayesian estimation approach, the authors apply the model to data from a paid search campaign for a major lodging chain. The results show that spillover is asymmetric. Generic search activity positively affects branded search activity via increased awareness but branded search does not affect generic search. Implications for improving metrics for paid search advertising are discussed.

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Banner Advertiser-Web Site Context Congruity and Color Effects on Attention and Attitudes

Cited by 236 publications

References 74 publications

The effect of web advertising visual design on online purchase intention: An examination across gender

The effect of web advertising visual design on online purchase intention: An examination across gender

Information Literacy on the Web: How College Students Use Visual and Textual Cues to Assess Credibility on Health Websites

From Generic to Branded: A Model of Spillover in Paid Search Advertising

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