Understanding Online Interruption-Based Advertising: Impacts of Exposure Timing, Advertising Intent, and Brand Image

IEEE Transactions on Engineering Management

Volumn 57, Issue 3, 2010, Pages 365-379

  Chan, Jason C F ^a   Jiang, Zhenhui ^b   Tan, Bernard C Y ^b  

^a NEW YORK UNIVERSITY   (United States)

^b NATIONAL UNIVERSITY OF SINGAPORE   (Singapore)

Author keywords

Advertising intent; brand image; experiment design; humancomputer interaction; interruption based advertising; mindset; online advertising; psychology of web users

Indexed keywords

HUMAN COMPUTER INTERACTION; PURCHASING; TIMING CIRCUITS; WEBSITES;

ADVERTISING INTENTS; BRAND IMAGE; EXPERIMENT DESIGN; INTERRUPTION-BASED ADVERTISINGS; MINDSET; ONLINE ADVERTISING; PSYCHOLOGY OF WEB USERS;

SALES;

EID: 77954865011     PISSN: 00189391     EISSN: None     Source Type: Journal    
DOI: 10.1109/TEM.2009.2034255     Document Type: Article

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