Effects of vividness, information and aesthetic design on the appeal of pay-per-click ads

PurposeFew studies illustrate how contextual effects (e.g. assimilation and contrast) in pay-per-click ad design may impact consumers' attitudes and purchase intention. To fill this research gap, the authors provide theoretical predictions and empirical evidence on how ad design may prompt an a...

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Veröffentlicht in:	Journal of research in interactive marketing 2023-11, Vol.17 (6), p.848-864
Hauptverfasser:	Zhu, Ying, Wang, Yong, Wei, Joicey, Hao, Andy
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising expenditures Aesthetic design Aesthetics Assimilation Attitudes Consumer attitudes Consumers Decision making Design of experiments Empirical analysis Purchase intention
Online-Zugang:	Volltext
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