A Beginning Look at the Effects of Interactivity, Product Involvement and Web Experience on Comprehension: Brand Web Sites as Interactive Advertising

Abstract This study explores how interactivity and individual difference variables, product involvement and Web experience, affect comprehension of interactive advertising Web sites. A two-cell (interactivity: low/high) between subjects factorial design tested comprehension (N=153). The limited-capacity processing model provided theoretical framework. The results of this study indicate two very important things—interactivity helps to improve comprehension and individual differences (product involvement and Web experience) are important factors influencing this relationship.

[1]  Annie Lang,et al.  The Effects of Related and Unrelated Cuts on Television Viewers' Attention, Processing Capacity, and Memory , 1993 .

[2]  Karen Zelan.  Cognition and Communication , 1991 .

[3]  E. Thorson,et al.  The Effects of Television Videographics and Lecture Familiarity on Adult Cardiac Orienting Responses and Memory , 1992 .

[4]  A. Rubin,et al.  Predictors of Internet Use , 2000 .

[5]  P. Wright.  The Cognitive Processes Mediating Acceptance of Advertising , 1973 .

[6]  D. Mick,et al.  Levels of Subjective Comprehension in Advertising Processing and Their Relations to Ad Perceptions, Attitudes, and Memory , 1992 .

[7]  Debbie Treise,et al.  Ethics in Advertising: Ideological Correlates of Consumer Perceptions , 1994 .

[8]  Annie Lang,et al.  The limited capacity model of mediated message processing , 2000 .

[9]  Annie Lang,et al.  The Effects of Edits on Arousal, Attention, and Memory for Television Messages: When an Edit Is an Edit Can an Edit Be Too Much? , 2000 .

[10]  Valerie J. Trifts,et al.  Consumer Decision Making in Online Shopping Environments: The Effects of Interactive Decision Aids , 2000 .

[11]  Fay Sudweeks,et al.  Networked Interactivity , 1997, J. Comput. Mediat. Commun..

[12]  Annie Lang,et al.  Formal Features of Cyberspace: Relationships between Web Page Complexity and Site Traffic , 1999, J. Am. Soc. Inf. Sci..

[13]  Wenyu Dou,et al.  Interactive functions and their impacts on the appeal of internet presence sites , 1998 .

[14]  D. Hoffman,et al.  Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations , 1996 .

[15]  Robert H. Ducoffe,et al.  A Survey of Senior Agency, Advertiser, and Media Executives on the Future of Advertising , 1996 .

[16]  B. Sternthal,et al.  The Effects of Knowledge, Motivation, and Type of Message on Ad Processing and Product Judgments , 1990 .

[17]  Reeshad S. Dalal,et al.  Validity of Web-Based Psychological Research , 2000 .

[18]  Steve Muylle,et al.  A grounded theory of World Wide Web search behaviour , 1999 .

[19]  J. Zaichkowsky.  The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising , 1994 .

[20]  Annie Lang,et al.  The effects of production pacing and arousing content on the information processing of television messages , 1999 .

[21]  Gretchen Barbatsis,et al.  Hypermediated telepresence: Sensemaking aesthetics of the newest communication art , 1999 .

[22]  Charles H. Hindersman.  The Forum: The Evolving Downtown-Suburban Retail Pattern , 1960 .

[23]  Patrali Chatterjee,et al.  Commercial Scenarios for the Web: Opportunities and Challenges , 1997, J. Comput. Mediat. Commun..

[24]  M. Birnbaum.  Decision Making in the Lab and on the Web , 2000 .

[25]  Byron Reeves,et al.  Negative video as structure: Emotion, attention, capacity, and memory , 1996 .

[26]  Jonathan Steuer,et al.  Defining virtual reality: dimensions determining telepresence , 1992 .

[27]  Deanna S. Kempf,et al.  Advertising Message Involvement: The Role of Enduring and Situational Factors , 1999 .

[28]  Jang-Sun Hwang,et al.  Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity , 2002 .

[29]  John D. Leckenby,et al.  Why We Need the Journal of Interactive Advertising , 2000 .

[30]  James H. Watt,et al.  The pragmatic value of on-line transactional advertising: a predictor of purchase intention , 2001 .

[31]  Carl Obermiller,et al.  Consumer Response to a Firm's Endorser (Dis) Association Decisions , 2002 .

[32]  Everette E. Dennis,et al.  Freedom of Expression, the University, and the Media , 1992 .

[33]  Dennis L. Hoffman,et al.  Marketing in Hypermedia Computer-Mediated Environments : Conceptual Foundations 1 ) , 1998 .

[34]  Katherine Gallagher,et al.  The Medium Is Not the Message: Advertising Effectiveness and Content Evaluation in Print and on the Web , 2001, Journal of Advertising Research.

[35]  Gerald L. Lohse,et al.  Consumer Buying Behavior on the Internet: Findings from Panel Data , 2000 .

[36]  Louisa Ha,et al.  Interactivity reexamined: A baseline analysis of early business web sites , 1998 .

[37]  David W. Stewart,et al.  Executional Factors and Advertising Effectiveness: A Replication , 1989 .

[38]  Annie Lang,et al.  Defining Audio/Video Redundancy From a Limited- Capacity Information Processing Perspective , 1995 .

[39]  J. P. Morgan,et al.  Design and Analysis: A Researcher's Handbook , 2005, Technometrics.

[40]  Donna L. Hoffman,et al.  Measuring the Customer Experience in Online Environments: A Structural Modeling Approach , 2000 .

[41]  Wayne D. Hoyer,et al.  The Comprehension and Miscomprehension of Print Communication , 1987 .

[42]  Gary A. Steiner,et al.  A Model for Predictive Measurements of Advertising Effectiveness , 1961 .

[43]  Hairong Li,et al.  Cognitive Impact of Banner Ad Characteristics: An Experimental Study , 1999 .

[44]  T Elliott Michael,et al.  CONSUMER PERCEPTIONS OF ADVERTISING CLUTTER AND ITS IMPACT ACROSS VARIOUS MEDIA , 1998 .

[45]  David J. Ayersman,et al.  Reviewing the Research on Hypermedia-Based Learning , 1996 .

[46]  A. Greenwald.  6 – Cognitive Learning, Cognitive Response to Persuasion, and Attitude Change1 , 1968 .

[47]  Lawrence J. Najjar.  Multimedia information and learning , 1996 .

[48]  Eric J. Karson,et al.  An Experimental Investigation of Internet Advertising and the Elaboration Likelihood Model , 2001 .

[49]  N. Schwarz.  Cognition and Communication , 2004, Inner Worlds.

[50]  Wayne D. Hoyer,et al.  The Comprehension/Miscomprehension of Print Communication: Selected Findings , 1989 .

[51]  S. Sundar,et al.  Multimedia Effects on Processing and Perception of Online News: A Study of Picture, Audio, and Video Downloads , 2000 .

[52]  Chang-Hoan Cho.  How Advertising Works on the WWW: Modified Elaboration Likelihood Model , 1999 .

[53]  E. Thorson,et al.  The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites , 2001 .