Preattentive Processing of Web Advertising By Chan Yun Yoo

Despite its importance, a majority of the prior research done in the context of Web ads has concentrated on a cognitive process involving conscious (or forced) attention to advertisements, and less research attention has been paid to preattentive processing of Web ads. However, literature in psychology and marketing proposes that preattentively processed ad information also influences attitude formation and subsequent judgments (Janiszewski, 1988, 1993; Shapiro, 1999; Shapiro et al., 1997a, 1997b). Thus, given the situation that many consumers intentionally avoid and ignore Web ads, greater research effort is needed to clarify whether preattentive (vs. conscious) processing has actually taken place and, if so, further effort is necessary to understand how preattentive processing affects consumers’ responses to Web ads.

The present study attempts to resolve the aforementioned problems surrounding Web advertising, and it explores preattentive processing of Web advertising. First, it proposes a new conceptual model of how Web advertising works. The model embraces varying antecedents of Web ad processing and suggests two processing mechanisms (pre-attention and focal attention). Compared with other Web ad effects model, this model is unique in addressing consumers’ preattentive processing. It guides further discussion as to preattentive processing of Web advertising. Based on the conceptual model, consumers’ preattentive processing was examined in relation to antecedents (i.e., Web ad source, message characteristics, and moderators) and consequences (i.e., cognitive, affective, and behavioral responses).