Contents
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List of Figures |
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List of Tables |
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Foreword |
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Acknowledgments |
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Chapter 1: Introduction |
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Purpose of the Study |
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Theoretical Importance of the Study |
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Methodological Importance of the Study |
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Practical Importance of the Study |
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Chapter 2: Background and Hypothesis |
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Theoretical Framework |
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Limited Capacity Model of Mediated Message Processing |
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Dimensional View of Emotion |
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Applying LC3MP to Studying Web Banner Advertisements |
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The Effects of Animation on Orienting, Arousal, Encoding, and Storage |
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Orienting to Nonanimated and/or Animated Banner Ads |
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The Effect of Animation on Physiological Arousal |