Applying the Rossiter-Percy Grid to Online Advertising Planning

ABSTRACT This article examines the role of product/brand type on Web site previsit intentions by framing Web site visits according to the theory of planned behavior and applying the Rossiter-Percy grid to online advertising planning. The results show that Web site previsit intentions differ among the four different product types (low vs. high involvement × informational vs. transformational). Specifically, previsit intentions are higher for high involvement than for low involvement and for transformational than for informational products. When a Web site visit occurs in certain circumstances, previsit intentions relate positively to attitude toward the site, which partially mediates brand attitude changes for low involvement products and fully mediates them for high involvement products. The author discusses implications for online advertising planning and suggests some future research directions.

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