Preattentive Processing of Web Advertising By Chan Yun Yoo

However, this body of literature has not yet addressed the issues relating to consumers’ tendency to avoid or ignore Web ads but concentrated on consumers’ active role in processing Web ads. As discussed earlier, fewer and fewer consumers pay attention to, process, and respond to Web ads. Thus, it is necessary for researchers and practitioners to develop a Web ad effects model that embraces such a low level of Web ad processing. In the subsequent section, each component of the Web ad effects model will be explored.

Web Ad Effects Model

It is believed that, even if differences between traditional media and the Web exist, traditional approaches to advertising remain quite relevant to Web advertising. This is not only because the fundamental goals of Web advertising tend to be similar to the goals of traditional advertising (Pavlou & Stewart, 2000) but also because theoretical models developed for traditional advertising have been successfully applied to Web advertising (e.g., Bruner & Kumar, 2000; Cho, 1999; Rodgers & Thorson 2000; Stevenson, Bruner, & Kumar 2000). In this sense, the present model of Web advertising effects should be grounded in prior research and represent an attempt to integrate related streams of advertising research. Thus, the present model integrates emergent research and details both the nature of Web ad processing and the impact of varying antecedents on processing. Moreover, the model simplifies consumers’ Web ad processing mechanisms by suggesting two dimensions—preattention and focal attention. Figure 2.1 depicts a brief overview of the proposed model of how Web advertising works.