Publication
Title
The impact of banners on digital television: the role of program interactivity and product involvement
Author
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
Language
English
Source (journal)
Cyberpsychology and behavior: the impact of the Internet, multimedia and virtual reality on behavior and society. - Larchmont, N.Y., 1998 - 2009
Publication
Larchmont, N.Y. : 2008
ISSN
1094-9313
Volume/pages
11:1(2008), p. 91-94
ISI
000253674200014
Full text (Publisher's DOI)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 08.10.2008
Last edited 19.11.2017
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