Preattentive Processing of Web Advertising By Chan Yun Yoo

The study will contribute to advertising research and practice in several ways. An empirical examination of preattentive processing of Web advertising would make theoretical, methodological, and practical contributions. From a theoretical perspective, this study will help in (a) determining the extent to which effects of preattentive processing are attributable to unconscious influences, (b) expanding our knowledge of factors that influence the effects of pre-attentive processing of Web ads, and (c) investigating how preattentively processed ad information influences attitude formation and behavioral responses on the Web would be important contributions. Methodologically, the study will suggest the appropriate measure (i.e., implicit memory) to detect the existence of preattentive processing. From a pragmatic perspective, the more these effects are driven by unconscious processes, the less consumers would be able to avoid the influences of preattentive processing of Web ads. The findings of the current study suggest an alternative cost mechanism for the current Web advertising environment: it favors a cost-per-impression (or thousand) over other performance-based cost structures (i.e., cost-per-click-throughs, cost-per-sale), which are prevalent assessment tools for the effectiveness of Web ads in the current advertising industry.

The study is organized in six major parts. Chapter 2 reviews prior literature and develops a conceptual model of how Web ads work. This Web ad effects model provides a theoretical background for further discussion in the context of preattentive processing. Chapter 3 presents three theories relating to preattentive processing and addresses five emerging issues in the context of preattentive processing of Web advertising.