The impact of context on display ad effectiveness: Automatic attitude activation and applicability
作者：
Highlights：
• Attitude toward the webpage content positively affects ad attitude.
• Attitude-activation effect increases when viewers pay less attention to the ad.
• Attitude-activation effect increases when viewers have a high need for cognition.
• Webpage content attitudes do not necessarily transform into significant mood states.
• A high level of applicability leads to better ad attitude and brand attitude.
摘要
•Attitude toward the webpage content positively affects ad attitude.•Attitude-activation effect increases when viewers pay less attention to the ad.•Attitude-activation effect increases when viewers have a high need for cognition.•Webpage content attitudes do not necessarily transform into significant mood states.•A high level of applicability leads to better ad attitude and brand attitude.
论文关键词：Internet advertising,Display ads,Priming,Automatic attitude activation,Applicability
论文评审过程：Received 7 July 2013, Revised 22 April 2014, Accepted 18 June 2014, Available online 25 June 2014.
论文官网地址：https://doi.org/10.1016/j.elerap.2014.06.006
