| Chapter 1: | Introduction |
(Schumann & Clemons, 1989; Schumann, Petty, & Clemons, 1990; Burnkrant, & Unnava, 1987). Empirical studies of wear-out effects in the web environment are scarce. This study contributes to our knowledge by examining the level of frequency at which wear-out occurs, how wear-out effects may be countered through ad variation, and the factors that influence wear-out effects in the web environment.
This volume is structured as follows. In the next section, we review the current literature pertaining to the major variables used in the study. In this review, we also present the research hypotheses. Following the literature review, the methodology of the study is discussed, including the data collection and experimental procedures. Results of the data analysis are then presented in detail. The study concludes with a discussion of results and managerial implications.