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The effect of context clutter and advertising repetition on attitudinal and behavioral changes toward an online advertisement.

Ng Wing Kei. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2004. / Includes bibliographical references (leaves 73-81). / Abstracts in English and Chinese. / Chapter Chapter One --- Introduction / Chapter 1.1 --- Background --- p.1 / Chapter 1.2 --- The Present Study --- p.4 / Chapter Chapter Two --- Literature Review / Chapter 2.1 --- The Internet as an Advertising Medium --- p.5 / Chapter 2.2 --- Advertising Hierarchy of Effects and Internet Advertising Effectiveness --- p.9 / Chapter 2.3 --- Effect of Context on Advertising Effectiveness --- p.14 / Chapter 2.4 --- Effect of Clutter on Advertising --- p.18 / Chapter 2.5 --- Effect of Advertising Repetition --- p.23 / Chapter Chapter Three --- Hypotheses / Chapter 3.1 --- Primary Hypotheses --- p.28 / Main Effect of Clutter on Advertising Effectiveness / Chapter - --- Main Effect of Advertising Repetition on Advertising Effectiveness / Chapter - --- Interaction Effect between Clutter and Advertising Repetition on Advertising Effectiveness / Chapter 3.2 --- Secondary Hypotheses --- p.32 / Chapter - --- Relationship between Attitude toward the Web page and Constructs of Advertising Hierarchy of Effects / Chapter Chapter Four --- Methodology / Chapter 4.1 --- Operational Definitions of Variables --- p.33 / Chapter 4.2 --- Pre-Test --- p.38 / Chapter 4.3 --- Design and Stimuli --- p.40 / Chapter Chapter Five --- Findings / Chapter 5.1 --- Number of Valid Responses --- p.43 / Chapter 5.2 --- Reliability of Measures --- p.45 / Chapter 5.3 --- Manipulation Check --- p.47 / Chapter 5.4 --- Data Analysis --- p.48 / Chapter 5.5 --- Primary Findings --- p.49 / Chapter 5.6 --- Secondary Findings --- p.57 / Chapter 5.7 --- Summary of Findings --- p.58 / Chapter Chapter Six --- Discussion and Conclusion / Chapter 6.1 --- Discussion of Findings --- p.61 / Chapter 6.2 --- Limitations and Future Research --- p.68 / Chapter 6.3 --- Conclusion --- p.71 / Reference --- p.73 / Chapter Appendix 1 --- Pre-Test Questionnaire / Chapter Appendix 2 --- Experimental Web page (four versions) / Chapter Appendix 3 --- Post-Experiment Questionnaire

Identiferoai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_324733
Date January 2004
ContributorsNg, Wing Kei., Chinese University of Hong Kong Graduate School. Division of Communication.
Source SetsThe Chinese University of Hong Kong
LanguageEnglish, Chinese
Detected LanguageEnglish
TypeText, bibliography
Formatprint, iv, 81, [23] leaves : ill. ; 30 cm.
RightsUse of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/)

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