Web Commercials and Advertising Hierarchy-of-Effects

By Gordon C. Bruner, Anand Kumar. Journal of Advertising Research, 2000

504 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/8fabd84dc583273c2e2e9623ab59e0214d01987b

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Citations in the corpus

Descending from the Ivory Tower: Reflections on the Relevance and Future of Country-of-Origin Research (2008, background): “Usunier (2006) argues that there is a relevance gap between academic COO research and market- ing practice, and that COO research is of little relevance because consumers and companies are not informed by the research.”
Web Acceptance Model (WAM): Moderating effects of user experience (2007, methodology): “These results seemed to recommend our use of the Likert-type scale of Bruner and Kumar [7].”
Exploring the relationships between e‐service quality, satisfaction, attitudes and behaviours in content‐driven e‐service web sites (2010, methodology): “Attitude towards the web site construct was measured using a five-item scale derived from previous web-based studies by Bruner and Kumar (2000), Chen and Wells (1999) and Stevenson et al.”
Under the Influence: Social Media Influencers’ Impact on Response to Corporate Reputation Advertising (2021, methodology): “Message attitudes (M¼ 3.95, SD¼ 1.75, a¼ .98) were measured with five items (Unappealing/Appealing, Bad/Good, Dislike/Like, Negative/Positive, Unfavorable/Favorable) taken from Bruner and Kumar (2000).”
Visual complexity of websites: Effects on users' experience, physiology, performance, and memory (2009, background): “Two other studies have indicated that website complexity may significantly influence consumer attitudes and intentions (Bruner and Kumar, 2000; Stevenson et al., 2000).”
Balance and Sequence in Online Reviews: How Perceived Usefulness Affects Attitudes and Intentions (2012, background): “Classical consumer behavior theories such as the hierarchy of effects models (e.g., Bruner and Kumar 2000; Lavidge and Steiner 1961) and the theory of reasoned action (e.g., Ajzen and Fishbein 2000; Hansen, Möller Jensen, and Stubbe Solgaard 2004) postulate that attitudes and behavioral intentions…”
Initial trust and online buyer behaviour (2007, background): “Interestingly, familiarity with online transactions has a more influential impact on purchase intention than online initial trust; consumers with prior online purchase experiences are more likely and willingly to conduct transactions and have a positive attitude toward the web site (Bruner and Kumar”
Modeling the impact of internet atmospherics on surfer behavior (2005, background): “Also, Bruner and Kumar (2000) found that site attitudes impact purchase intentions.”
Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent (2017, background): “Participants were asked, “How did you feel about the brand advertised?” using six descriptions: Unappealing/Appealing, Unpleasant/Pleasant, Boring/Interesting, Dislike/Like, Negative/Positive, and Bad/Good (Bruner and Kumar 2000).”
Is this for me? How Consumers Respond to Personalized Advertising on Social Network Sites (2015, background): “The attitude toward the website has been shown to influence consumer responses in other digital environments (Bruner and Kumar 2000; Chen, Clifford, and Wells 2002; Cho 1999; Goldsmith and Lafferty 2002; Stevenson, Bruner, and Kumar 2000).”
Influence of social media marketing communications on young consumers’ attitudes (2017, background): “Attitudes toward advertising (Aad) is a frequently postulated theory that states positive attitudes toward advertising results in analogous attitudes toward the brands, which in turn have a favorable influence on purchase intention (MacKenzie et al., 1986; Bruner and Kumar, 2000).”
The Influence of Home Page Complexity on Consumer Attention, Attitudes, and Purchase Intent (2006, methodology): “The research also indicated that attitude toward the Web site has a significant positive influence on the advertising hierarchy of effects, especially attitude toward the ad (Bruner and Kumar 2000; Stevenson, Bruner, and Kumar 2000).”
EFFECTS OF INTERACTIVITY IN A WEB SITE: The Moderating Effect of Need for Cognition (2005, methodology): “Navigation experience was measured by asking participants how many hours per week they use the Web (Bruner and Kumar 2000; Macias 2003).”