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| Tekijä: | Burnett, J. |
| Otsikko: | Disabled consumers: The use of the Internet and attitudes toward Web advertising |
| Lehti: | Journal of Advertising Research
2006 : SEP, VOL. 46:3, p. 324-338 |
| Asiasana: | advertising consumer attitudes Internet |
| Vapaa asiasana: | WWW |
| Kieli: | eng |
| Tiivistelmä: | In this study, a relatively unknown and underappreciated market segment to the realm of web advertising (hereafter as: w-adv-g.) is introduced, that is, the disabled consumer (here as: d-cons.) segment. A study is reported whereby a sample of d-cons. are compared with a non-disabled sample as to attitudes toward w-adv-g., use of the Internet, and desired features found on websites. In addition, an ethnographic study was conducted confirming and enhancing the survey findings. There are significant differences shown btw. the two groups. |
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