Pre-purchase search vs. web surfing: effects of internet motives and ad relevance on psychological processing of online ads
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[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 searchers paid more attention to and had greater memory for online ads than Web-surfers. An interaction was found between user motive and ad-motive relevance. For ads that matched the purchase goal, pre-purchase searchers had more favorable attitude, greater intent to click on the ad, and perceived the ad of more usefulness than Web-surfers did. For ads that were not relevant to the purchase motivation, pre-purchase searchers had less favorable attitude, less intent to click on the ad, and perceived the ad of less usefulness than Websurfers did.
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