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

Electronic Commerce Research and Applications

Volumn 6, Issue 1, 2007, Pages 6-18

  Ryu, Gangseog ^a   Lim, Elison Ai Ching ^b   Tan, Lynn Thor Ling ^c   Han, Young Jee ^d  

^a Korea University   (South Korea)

^b UNIVERSITY OF MELBOURNE   (Australia)

^c UNIVERSITY OF HONG KONG   (Hong Kong)

^d UNIVERSITY OF SOUTHERN CALIFORNIA   (United States)

Author keywords

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

Indexed keywords

ELECTRONIC COMMERCE; INDUSTRIAL APPLICATIONS; INDUSTRIAL RESEARCH; LOCATION;

AD MODALITY; BANNER ADVERTISING; COMPETITIVE INTERFERENCE; PREATTENTIVE PROCESSING;

MARKETING;

EID: 33947425189     PISSN: 15674223     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.elerap.2005.11.001     Document Type: Article

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