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Published in:
2006 | OriginalPaper | Chapter
Effects of interactive and imagery-strong websites
Authors : Greg Kiss, Franz-Rudolf Esch
Published in: International Advertising and Communication
Publisher: DUV
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We investigate the impact of website interactivity in connection with its attention-getting effect on imagery processing and the generation of mental imagery. Results of an experiment indicate that the use of interactivity on brand websites can increase the activity of the Internet users’ imagery and support different dimensions of mental imagery, such as vividness or complexity. Furthermore, highly interactive and imagery-strong websites can lead to more favorable attitudes toward the site and the brand as well as to stronger behavioral intentions. Implications for theory and practice of internet advertising are discussed at the end of this article.