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Journal of Business and Psychology

Erschienen in:

01.03.2009

Cognitive and Emotional Processes in Individuals and Commercial Web sites

verfasst von: Jung-Gyo Lee, Esther Thorson

Erschienen in: Journal of Business and Psychology | Ausgabe 1/2009

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Abstract

This research reports how banner ads are responded to in Web sites that emphasize either emotion or cognition. It also looks at the moderating effects of individuals’ own levels of need for cognition and need for emotion on banner responsiveness in the two kinds of Web sites. Recall and attitude toward banners are consistently better when their context is an emotion-based Web site. Need for cognition, but not need for emotion moderates this effect. For ad recall, it is better to be lower in need for cognition in a cognitive Web site, but higher in need for cognition on an emotional Web site. For attitude toward the banner and purchase intention, however, it is better to be higher in need for cognition in a cognitive Web site, but lower in need for cognition on an emotional Web site. The results are discussed in terms of advertising context theory that has been developed in applications to the traditional media like print and broadcast, but here is shown to be applicable to the Web.

Vorheriger Artikel Proactive Personality, Employee Creativity, and Newcomer Outcomes: A Longitudinal Study

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Titel: Cognitive and Emotional Processes in Individuals and Commercial Web sites
verfasst von: Jung-Gyo Lee
Esther Thorson
Publikationsdatum: 01.03.2009
Verlag: Springer US
Erschienen in: Journal of Business and Psychology / Ausgabe 1/2009
Print ISSN: 0889-3268
Elektronische ISSN: 1573-353X
DOI: https://doi.org/10.1007/s10869-008-9087-8

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