Preattentive processing of banner advertisements: The role of modality, location, and interference [An article from: Electronic Commerce Research and Applications]

This digital document is a journal article from Electronic Commerce Research and Applications, published by Elsevier in 2007. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.

Description:
This paper deals with the preattentive processing of banner advertisements under competitive interference conditions. In the absence of competitive interference, our experimental results were consistent with hemispheric lateralization: pictorial banner ads were evaluated more positively when positioned on the left (vs. right) side of a webpage, whereas the opposite pattern was observed for verbal banner ads. In contrast, this interaction disappeared in the presence of competitive interference. Specifically, verbal banner ads received more positive evaluations than pictorial ads when they featured products from the same category. In addition, banner ads were more liked when positioned on the left (vs. right) side when they were of the same ad modality.