Publication
Title
Simultaneous exposure to a program and advertising content in an interactive context: perceptual and semantic interference and reinforcement
Author
Abstract
New media, such as the Internet or interactive digital television (a merger of television and Internet technology), often combine different sensory inputs and different types of media content simultaneously. These combined information cues may interfere with each other or reinforce the processing of each other. Two experiments explore perceptual and semantic interference and reinforcement mechanisms and their impact on self-reported attention and clicking behavior. Experiment 1 shows that in the case of an interactive ad containing text and pictures, a simultaneous audiovisual program context leads to less attention and clicking than an auditory context. Experiment 2 indicates that in the case of goal-directed browsing, a congruent program context leads to more attention and clicking than an incongruent context.
Language
English
Source (journal)
Journal of business research. - New York
Publication
New York : 2010
ISSN
0148-2963
Volume/pages
63(2010), p. 972-978
ISI
000281413800009
Full text (Publishers DOI)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 12.02.2010
Last edited 03.04.2017
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