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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/10947

Title: Simultaneous exposure to a program and advertising content in an interactive context: Perceptual and semantic interference and reinforcement
Authors: CAUBERGHE, Verolien
DE PELSMACKER, Patrick
JANSSENS, Wim
Issue Date: 2010
Publisher: ELSEVIER SCIENCE INC, 360 PARK AVE SOUTH, NEW YORK, NY 10010-1710 USA
Citation: JOURNAL OF BUSINESS RESEARCH, 63(9-10). p. 972-978
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.
URI: http://hdl.handle.net/1942/10947
DOI: 10.1016/j.jbusres.2009.01.020
ISI #: 000281413800009
ISSN: 0148-2963
Category: A1
Type: Journal Contribution
Validation: ecoom, 2011
Appears in Collections: Research publications

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