Processing Web Ads:  The Effects of Animation and Arousing Content
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List of Tables

Table 1: Means and SD for News Evaluation Questions

48

Table 2: Description of 36 Pictures Used in the Study

49

Table 3: Amplitudes of the Largest SCR During the 6 s Following the Banner Onset

69

Table 4: The Frequency of SCRs During 24 s

72

Table 5: The Amplitude of SCRs During 24 s

72

Table 6: ANOVA Results and Means for Cued Recall by Animation

78

Table 7: Summary of Results

82