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Internet advertising: New media, new models?

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Date Issued:
1998
Summary:
Much of what we currently know about consumers' reaction to persuasive attempts (advertisements) comes from studying mass media communications which are largely one-way and image-centered. Internet-based advertising is neither given the focus on information and the ability to narrowly target such appeals (sites), as in direct marketing advertising. Given the emergence of Internet promotions, this is a substantial gap in our knowledge. This research seeks to both extend the boundaries of current direct marketing research (with its predominant focus on who will reply) and the domain of existing persuasion theories and models, attempting to gain a greater understanding of why consumers respond as they do to Internet advertising. By adapting the Elaboration Likelihood Model (ELM) to the Internet, this research attempts to determine if executional cues play a role in enhancing persuasiveness and the moderating effects of involvement. Additionally, this research draws on the substantial work on attitude towards the ad (A$\sb{\rm ad}$), including attempts to greater understand the antecedents of these attitudes and proposed distinctions between executional and content aspects of Internet ads, to see if this rich framework is useful in predicating outcomes for Internet advertising. This research has significant implications for practitioners as it looks beyond atheoretical testing-based insights of what people respond to, drawing on established theory to provide insights into why consumers respond as they do to Internet based advertising. Testing the adaptability of current persuasion theory to this emerging medium will do much to begin building a solid understanding of how Internet advertising works. Using an interactive computer-based simulation in a 2 (involvement) x 2 (argument strength) x 2 (peripheral cue: present or absent) between subject factorial design with 224 subjects the adaptability of existing persuasion research to the Internet was tested. Findings demonstrate the adaptability of the ELM to Internet advertising, as well as the important antecedent effects of attitudes towards Internet advertising on persuasion. However, the decomposition of A$\sb{\rm ad}$ proved less useful in this new domain. All told, much of what we currently know about persuasion is likely to prove useful in developing promotional campaigns for the Internet.
Title: Internet advertising: New media, new models?.
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Name(s): Karson, Eric James.
Florida Atlantic University, Degree grantor
Korgaonkar, Pradeep, Thesis advisor
Type of Resource: text
Genre: Electronic Thesis Or Dissertation
Date Issued: 1998
Publisher: Florida Atlantic University
Place of Publication: Boca Raton, Fla.
Physical Form: application/pdf
Extent: 151 p.
Language(s): English
Summary: Much of what we currently know about consumers' reaction to persuasive attempts (advertisements) comes from studying mass media communications which are largely one-way and image-centered. Internet-based advertising is neither given the focus on information and the ability to narrowly target such appeals (sites), as in direct marketing advertising. Given the emergence of Internet promotions, this is a substantial gap in our knowledge. This research seeks to both extend the boundaries of current direct marketing research (with its predominant focus on who will reply) and the domain of existing persuasion theories and models, attempting to gain a greater understanding of why consumers respond as they do to Internet advertising. By adapting the Elaboration Likelihood Model (ELM) to the Internet, this research attempts to determine if executional cues play a role in enhancing persuasiveness and the moderating effects of involvement. Additionally, this research draws on the substantial work on attitude towards the ad (A$\sb{\rm ad}$), including attempts to greater understand the antecedents of these attitudes and proposed distinctions between executional and content aspects of Internet ads, to see if this rich framework is useful in predicating outcomes for Internet advertising. This research has significant implications for practitioners as it looks beyond atheoretical testing-based insights of what people respond to, drawing on established theory to provide insights into why consumers respond as they do to Internet based advertising. Testing the adaptability of current persuasion theory to this emerging medium will do much to begin building a solid understanding of how Internet advertising works. Using an interactive computer-based simulation in a 2 (involvement) x 2 (argument strength) x 2 (peripheral cue: present or absent) between subject factorial design with 224 subjects the adaptability of existing persuasion research to the Internet was tested. Findings demonstrate the adaptability of the ELM to Internet advertising, as well as the important antecedent effects of attitudes towards Internet advertising on persuasion. However, the decomposition of A$\sb{\rm ad}$ proved less useful in this new domain. All told, much of what we currently know about persuasion is likely to prove useful in developing promotional campaigns for the Internet.
Identifier: 9780591752670 (isbn), 12549 (digitool), FADT12549 (IID), fau:9440 (fedora)
Collection: FAU Electronic Theses and Dissertations Collection
Note(s): College of Business
Thesis (Ph.D.)--Florida Atlantic University, 1998.
Subject(s): Internet advertising
Internet marketing
World Wide Web
Held by: Florida Atlantic University Libraries
Persistent Link to This Record: http://purl.flvc.org/fcla/dt/12549
Sublocation: Digital Library
Use and Reproduction: Copyright © is held by the author, with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder.
Use and Reproduction: http://rightsstatements.org/vocab/InC/1.0/
Host Institution: FAU
Is Part of Series: Florida Atlantic University Digital Library Collections.