haku: @author Menon, S. / yhteensä: 3
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| Tekijä: | Menon, S. Soman, D. |
| Otsikko: | Managing the power of curiosity for effective web advertising strategies |
| Lehti: | Journal of Advertising
2002 : FALL, VOL. 31:3, p. 1-14 |
| Asiasana: | Advertising Internet Markets Strategy Effectiveness Statistical methods USA |
| Vapaa asiasana: | WWW |
| Kieli: | eng |
| Tiivistelmä: | This research investigates the effect of curiosity on the effectiveness of Internet advertising. In particular, it identifies processes that underlie curiosity resolution and studies its impact on consumer motivation and learning. The dataset from a simulated Internet experiment includes process tracking variables, that is, clickstream data from ad-embedded links, traditional attitude and behavioural intention measures, and open-ended protocols. It is found that a curiosity-generating advertising strategy increases interest and learning relative to a strategy that provides detailed product information. Furthermore, it seems to improve the quality of search substantially, like time spent and attention devoted to specific information. |
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