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Webpage Background and Viewer Attitudes
Abstract
ABSTRACT 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 one9s 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.
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Citations
Cited by
Hassanein, K., & Head, M. (2007) · International Journal of Human-Computer Studies · doi:10.1016/j.ijhcs.2006.11.018 · Cited by 986
Signaling the Trustworthiness of Small Online Retailers
Wang, S., Beatty, S. E., & Foxx, W. (2004) · Journal of Interactive Marketing · doi:10.1002/dir.10071 · Cited by 287
Janiszewski, C., Noel, H., & Sawyer, A. G. (2003) · Journal of Consumer Research · doi:10.1086/374692 · Cited by 268
Determinants of Internet Advertising Effectiveness: An Empirical Study
Baltas, G. (2003) · International Journal of Market Research · doi:10.1177/147078530304500403 · Cited by 167
A meta-analytic review of mobile advertising research
Maseeh, H. I., Jebarajakirthy, C., Pentecost, R., Ashaduzzaman, M., Arli, D., & Weaven, S. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2021.06.022 · Cited by 88
Metadata
- Authors
- Stevenson, J. S., Bruner, G. C., & Kumar, A.
- Venue
- Journal of Advertising Research
- Publisher
- Informa UK Limited
- Published
- 2000-01
- Volume
- 40
- Issue
- 1-2
- Pages
- 1-6
- ISSN
- 0021-8499 (ISSN-L)
- 1740-1909
- OpenAlex
- W2309026885
- Cited by
- 326
- References
- 0
- FWCI
- 39.14
- Type
- journal article
- Language
- en
- Open access
- closed
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- Stevenson, J. S., Bruner, G. C., & Kumar, A. (2000). Webpage Background and Viewer Attitudes. Journal of Advertising Research. https://doi.org/10.2501/jar-40-1-2-29-34
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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