TY - JOUR
T1 - How advertising works on the WWW
T2 - Modified elaboration likelihood model
AU - Cho, Chang Hoan
PY - 1999
Y1 - 1999
N2 - This paper develops a model called Modified Elaboration Likelihood Model to understand how people process advertising on the Internet. An empirical study verifies the new model by examining several variables influencing voluntary exposure or clicking of banner ads. These variables include (a) level of personal and product involvement, (b) the size of a banner ad, (c) relevancy between the content of a vehicle and the product category of a banner ad, (d) attitude toward the vehicle, and (e) overall attitude toward Web advertising. The findings document significant relationships between these variables and clicking of banner ads and support the hypothesized model.
AB - This paper develops a model called Modified Elaboration Likelihood Model to understand how people process advertising on the Internet. An empirical study verifies the new model by examining several variables influencing voluntary exposure or clicking of banner ads. These variables include (a) level of personal and product involvement, (b) the size of a banner ad, (c) relevancy between the content of a vehicle and the product category of a banner ad, (d) attitude toward the vehicle, and (e) overall attitude toward Web advertising. The findings document significant relationships between these variables and clicking of banner ads and support the hypothesized model.
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U2 - 10.1080/10641734.1999.10505087
DO - 10.1080/10641734.1999.10505087
M3 - Article
AN - SCOPUS:85023885825
VL - 21
SP - 34
EP - 50
JO - Journal of Current Issues and Research in Advertising
JF - Journal of Current Issues and Research in Advertising
SN - 1064-1734
IS - 1
ER -