Preattentive Processing of Web Advertising By Chan Yun Yoo

Chapter 1:

Introduction

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Furthermore, seven hypotheses as to factors that may affect preattentive processing and effects (attitude and consideration set formation) of such Web ad processing are proposed in Chapter 3. Chapter 4 provides the research methods and results of four pretests. Chapter 5 presents the research design of the main study, followed by the results in Chapter 6. Finally, the conclusions and contributions of this study are discussed in Chapter 7, along with the limitations and suggestions for future research.