Factors Affecting Online Advertising Recall: A Study of Students
Factors Affecting Online Advertising Recall: A Study of Students
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DOI：
10.2501/jar-43-3-252-267
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发表时间：
2003-09
影响因子：
2.5
通讯作者：
P. Danaher;Guy W. Mullarkey
中科院分区：
文献类型：
--
作者：
P. Danaher;Guy W. Mullarkey
摘要 在本文中，我们研究了可能影响网络广告回忆和识别的因素。这些因素包括查看模式、页面查看时长和网页上下文因素，包括文本和页面背景复杂性以及横幅广告的风格。通过对学生样本进行实验设计，我们在多个层面上操纵这些因素。主要发现是，一个人接触包含横幅广告的网页的时间越长，他们就越有可能记住该横幅广告。我们还发现识别分数远高于无辅助和辅助回忆分数。最后，与正在浏览网站的用户相比，处于目标导向模式的网络用户回忆和识别横幅广告的可能性要小得多。
ABSTRACT In this article we examine factors that might impact on web advertising recall and recognition. These factors include the viewing mode, duration of page viewing, and web page context factors, including text and page background complexity and the style of the banner advertisement. Via an experimental design conducted on a student sample, we manipulate these factors over several levels. The key finding is that the longer a person is exposed to a web page containing a banner advertisement, the more likely they are to remember that banner advertisement. We also find that recognition scores are much higher than both unaided and aided recall scores. Finally, web users in a goal-directed mode are much less likely to recall and recognize banner advertisements than users who are surfing a site.