Anarchy of effects? Exploring attention to online advertising and multiple outcomes

By Kendall Goodrich. 2011

132 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/5ebfe7094c6835bbcc2f51b62eeade866a79f726

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Gender Studies

1. Hui-Yi Lo
2. En Mao
3. Hao Li
4. Jing Zhang

In Marketing

1. Hui-Yi Lo
2. En Mao
3. Hao Li
4. Jing Zhang
5. Rodney Graeme Duffett

In Sociology and Political Science

1. Hui-Yi Lo
2. En Mao
3. Hao Li
4. Jing Zhang
5. Rodney Graeme Duffett

Citations in the corpus

• Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements (2015, background): “Many eye-tracking studies have found that when viewers pay more attention they have more opportunities to encode and store messages (Goodrich 2011; Intraub 1979; Loftus and Kallman 1979; Pieters, Warlop, and Wedel 2002).”
• From Online Motivations to Ad Clicks and to Behavioral Intentions: An Empirical Study of Consumer Response to Social Media Advertising (2016, background): “that some advertising professionals as well as scholars questioned either the existence (Goodrich, 2011) or sequence (Kunda, 1990) of the hierarchy of effects, the model remains its significance in understanding the advertising effect (Barry, 2002; Smith et al.”