The DOI matches its Crossref record; 10 of the 10 references it cites were found in a registry or an index.
The Interactive Advertising Model: How Users Perceive and Process Online Ads
Abstract
The authors provide an integrative processing model of Internet advertising, which incorporates the functional and structural schools of thought. The model begins with the functional perspective, which attempts to identify reasons for Internet use. Since most individuals enter cyberspace with some goal, or agenda, in mind, the authors argue that a model of online processing should begin with consideration of Internet functions. These functions, according to the authors, operate conjointly with the user’s mode--ranging from highly goal-directed to playful--to influence the types of ads web users will attend to and process. A number of mediating variables, such as skill level, are offered as reasons to switch motives. These variables are conceptualized as having either a deleterious effect, as in the case of low skill and high anxiety, or beneficial effect, as in the case of high skill and low anxiety, on ad processing. Last, the authors incorporate a structural perspective, which seeks to identify and classify Internet ads. The authors offer a broad scheme in which to classify most Internet ads, as well as a number of common features unique to these ads. The authors conclude by offering a number of hypotheses suggested by the model.
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Citations
Cites
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BackgroundUnderstanding and assessing the motivations of volunteers: A functional approach.
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Cited by
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017) · Journal of Interactive Advertising · doi:10.1080/15252019.2017.1366885 · Cited by 921
Friends, Fans, and Followers: Do Ads Work on Social Networks?: How Gender and Age Shape Receptivity
Taylor, D. G., Lewin, J. E., & Strutton, D. (2011) · Journal of Advertising Research · doi:10.2501/jar-51-1-258-275 · Cited by 656
Advertising in the metaverse: Research agenda
Kim, J. (2021) · Journal of Interactive Advertising · doi:10.1080/15252019.2021.2001273 · Cited by 645
Online behavioral advertising: A literature review and research agenda
Boerman, S. C., Kruikemeier, S., & Zuiderveen Borgesius, F. J. (2017) · Journal of Advertising · doi:10.1080/00913367.2017.1339368 · Cited by 607
Eye Tracking in User Experience Design
(2014) · Elsevier eBooks · doi:10.1016/c2012-0-06867-6 · Cited by 296
Metadata
- Authors
- Rodgers, S., & Thorson, E.
- Venue
- Journal of Interactive Advertising
- Publisher
- Informa UK Limited
- Published
- 2000-09
- Volume
- 1
- Issue
- 1
- Pages
- 41-60
- ISSN
- 1525-2019 (ISSN-L)
- OpenAlex
- W1555512354
- Cited by
- 464
- References
- 10
- FWCI
- 32.15
- Type
- journal article
- Language
- en
- Open access
- closed
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
