Different Forced-Exposure Levels to Banner Advertisements
By Chang-Hoan Cho, Jung-Gyo Lee, Marye Tharp. Journal of Advertising Research, 2001
189 citations recorded by the source corpus.
Subfields: Applied Psychology, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/8b25e072f35d71244ff9d97cb7447cdc085a8e8c
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Applied Psychology
In Marketing
- Pradeep Chintagunta
- Jean-Pierre Dubé
- Puneet Manchanda
- Guohua Wu
- Khim Yong Goh
- Robin A. Coulter
- Chandra R. Bhat
- Avi Goldfarb
In Sociology and Political Science
- Guohua Wu
- Puneet Manchanda
- Christian Burgers
- Jean-Pierre Dubé
- Khim Yong Goh
- Elly A. Konijn
- Gerard Steen
- Robin A. Coulter
Citations in the corpus
- Making ads less complex, yet more creative and persuasive: the effects of conventional metaphors and irony in print advertising (2015, result): “These results tie in with previous findings by Mothersbaugh, Huhmann, and Franke (2002, Study 1), who looked at the effects of combining several tropes (like metaphor and irony) in advertising headlines. Mothersbaugh, Huhmann, and Franke (2002) found that headlines with two tropes did not lead to ad”
- BANNER ADVERTISER-WEB SITE CONTEXT CONGRUITY AND COLOR EFFECTS ON ATTENTION AND ATTITUDES (2005, background): “…offered insights regarding the influence of banner ad characteristics and the context of the Web site in which the ad is placed on Web browsers’ behavior and attitudes (Cho, Lee, and Tharp 2001; Dahlen 2001; Dou, Linn, and Yang 2001; Shamdasani, Stanaland, and Tan 2001; Sherman and Deighton 2001).”
- The Effect of Banner Advertising on Internet Purchasing (2006, background): “Most of the academic (e.g., Cho, Lee, and Tharp 2001; Dahlen 2001; Dreze and Hussherr 2003; Gallagher, Foster, and Parsons 2001) and industry research on advertising in digital environments has focused on measuring changes in brand awareness, brand attitudes, and purchase intentions as a function…”
- The Mediating Role of Perceived Interactivity in the Effect of Actual Interactivity on Attitude Toward the Website (2005, background): “Some researchers have adapted Aad to measure attitudes toward the website (e.g., Cho, Lee and Tharp 2001; McMillan 2000).”