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The Endogenous Variables: Consumer Characteristics |
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The Exogenous Variables: Communication Environment |
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Web Ad Processing: Preattention Versus Focal Attention |
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Web Ad Effects |
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Cognitive Responses |
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Affective Responses |
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Behavioral Responses |
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Summary |
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Chapter 3: Preattentive Processing of Web Advertising |
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Development of Preattentive Processing Studies |
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Early Selection Theory |
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Late Selection Theory |
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Resource Theory |
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Emerging Issues in Preattentive Processing of Web Advertising |
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Underlying Theories of Preattentive Processing of Web Advertising |
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Feature Analysis |
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Semantic Analysis |
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Research Hypotheses |
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Product Involvement and Implicit Memory |
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Factors Affecting Preattentive Processing |