The effect of variations in banner ad, type of product, website context, and language of advertising on Internet users’ attitudes

作者：

Highlights：

• A high-involvement product was more appealing when advertised using a banner ad with a photograph.

• A low-involvement product was slightly more appealing when advertised using a text-only ad.

• Products were more appealing with native-language (Spanish) ads relative to English ads.

• Products were more appealing when appearing on congruent websites with similar themes as ads.

摘要

•A high-involvement product was more appealing when advertised using a banner ad with a photograph.•A low-involvement product was slightly more appealing when advertised using a text-only ad.•Products were more appealing with native-language (Spanish) ads relative to English ads.•Products were more appealing when appearing on congruent websites with similar themes as ads.

论文关键词：Internet advertising,Banner ad,Language of advertisement,High-involvement product,Display ads vs. text-only ads,Visual information

论文评审过程：Available online 29 October 2013.

论文官网地址：https://doi.org/10.1016/j.chb.2013.10.006