Browsing School of Journalism (MU) by Title "Pre-purchase search vs. web surfing: effects of internet motives and ad relevance on psychological processing of online ads"
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Pre-purchase search vs. web surfing: effects of internet motives and ad relevance on psychological processing of online ads
(University of Missouri--Columbia, 2006)[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] An experiment (N=40) was conducted on the effects of two Internet motives - prepurchase search vs. Web-surfing on responses to banner ads. Pre-purchase ...