Copyright © 2006 Elsevier B.V. All rights reserved.
Preattentive processing of banner advertisements: The role of modality, location, and interference
Received 12 April 2005;
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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
- Acknowledgements
- Appendix A. Experimental design and stimuli
- Appendix B. Sample webpage
- References







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