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Electronic Commerce Research and Applications
Volume 6, Issue 1, Spring 2007, Pages 6-18
 
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doi:10.1016/j.elerap.2005.11.001    How to Cite or Link Using DOI (Opens New Window)
Copyright © 2006 Elsevier B.V. All rights reserved.

Preattentive processing of banner advertisements: The role of modality, location, and interference

Gangseog Ryua, Corresponding Author Contact Information, E-mail The Corresponding Author, Elison Ai Ching Limb, 1, E-mail The Corresponding Author, Lynn Thor Ling Tanc, 2, E-mail The Corresponding Author and Young Jee Hand, 3, E-mail The Corresponding Author

aKorea University Business School, 1, 5Ga Anam-Dong, Sungbuk-Gu, Seoul 136-701, Republic of Korea bThe University of Melbourne, Department of Management and Marketing, Level 4, 161 Barry Street, Parkville, Vic. 3010, Australia cThe University of Hong Kong, School of Professional and Continuing Education (HKU SPACE), 3/F Multipurpose Building, Dushu Lake Higher Education Town, Suzhou Industrial Park, Suzhou 215123, PR China dMarshall School of Business, University of Southern California, Los Angeles, CA 90089, USA

Received 12 April 2005; 
revised 22 September 2005; 
accepted 17 November 2005. 
Available online 18 October 2006.

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Abstract

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.

Keywords: Preattentive processing; Banner advertising; Ad modality; Ad location; Competitive interference

Article Outline

1. Introduction
2. Theoretical background: preattentive processing
3. Hypotheses development
3.1. Hemispheric lateralization
3.2. Competitive interference
3.2.1. Content interference
3.2.2. Contextual interference
4. Experiment
4.1. Methods
4.1.1. Participants and design
4.1.2. Stimuli
4.1.3. Experimental instrument
4.1.4. Manipulation
4.1.5. Procedure
4.1.6. Dependent variables
4.1.7. Individual differences
4.2. Results
4.2.1. Manipulation checks
4.2.2. Hypotheses testing
4.2.2.1. Banner ad evaluation
4.2.2.2. Banner ad preference
5. General discussion
5.1. Theoretical and managerial implications
5.2. Limitations and directions for future research
Acknowledgements
Appendix A. Experimental design and stimuli
Appendix B. Sample webpage
References






 
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