Title
The impact of banners on digital television: the role of program interactivity and product involvement
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
Larchmont, N.Y. ,
Source (journal)
Cyberpsychology and behavior: the impact of the Internet, multimedia and virtual reality on behavior and society. - Larchmont, N.Y., 1998 - 2009
Volume/pages
11(2008) :1 , p. 91-94
ISSN
1094-9313
ISI
000253674200014
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
In a sample of 281 respondents, the effect of a noninteractive and a medium-interactive television program on recall and brand attitudes for low- and high-involvement products advertised in banners during these programs was investigated. Medium-interactive programs resulted in less product and brand recall and recognition of brands in embedded banner advertisements, but generated more positive brand attitudes than noninteractive programs. These effects were more outspoken for a high-involvement product than for a low-involvement product. The impact of perceived program interactivity on brand attitude is fully mediated program valence and involvement for low-involvement products, but not for high-involvement products, for which perceived program interactivity had a direct impact on brand attitude
E-info
https://repository.uantwerpen.be/docman/iruaauth/35f269/31e453a5f5e.pdf
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Handle