The Right Level of Complexity in a Banner Ad: Roles of Construal Level and Fluency
作者： Chih-Tung Kao , Man-Ying Wang
DOI: 10.1007/978-3-642-39209-2_67
关键词:
摘要: … construal level was low. Complexity did not affect banner preference when the construal level … replicate this finding using individual differences in BIF as the construal level manipulation. …
springer.com
sci-hub.st 参考文章(21)
Anthony D. Cross, Position identification system ,(1991)
Bruce A. Huhmann, Visual complexity in banner ads Visual Communication Quarterly. ,vol. 10, pp. 10- 17 ,(2003) , 10.1080/15551390309363510
Bruce A. Huhmann, Visual Complexity in Banner Ads: The Role of Color, Photography, and Animation Social Science Research Network. ,(2006) , 10.2139/SSRN.1017608
Arne Roets, Alain Van Hiel, Item selection and validation of a brief, 15-item version of the Need for Closure Scale Personality and Individual Differences. ,vol. 50, pp. 90- 94 ,(2011) , 10.1016/J.PAID.2010.09.004
Wendy W. Moe, Buying, Searching, or Browsing: Differentiating Between Online Shoppers Using In-Store Navigational Clickstream Journal of Consumer Psychology. ,vol. 13, pp. 29- 39 ,(2003) , 10.1207/S15327663JCP13-1
CE Shennon, Warren Weaver, A mathematical theory of communication Bell System Technical Journal. ,vol. 27, pp. 379- 423 ,(1948) , 10.1002/J.1538-7305.1948.TB01338.X
Alexandre N. Tuch, Javier A. Bargas-Avila, Klaus Opwis, Frank H. Wilhelm, Visual complexity of websites: Effects on users' experience, physiology, performance, and memory International Journal of Human-computer Studies \/ International Journal of Man-machine Studies. ,vol. 67, pp. 703- 715 ,(2009) , 10.1016/J.IJHCS.2009.04.002
Gary L. Geissler, George M. Zinkhan, Richard T. Watson, The Influence of Home Page Complexity on Consumer Attention, Attitudes, and Purchase Intent Journal of Advertising. ,vol. 35, pp. 69- 80 ,(2006) , 10.1080/00913367.2006.10639232
David R. Shanks, Richard J. Darby, FEATURE- AND RULE-BASED GENERALIZATION IN HUMAN ASSOCIATIVE LEARNING Journal of Experimental Psychology: Animal Behavior Processes. ,vol. 24, pp. 405- 415 ,(1998) , 10.1037/0097-7403.24.4.405
Kenneth M. Michels, Leonard Zusne, METRICS OF VISUAL FORM. Psychological Bulletin. ,vol. 63, pp. 74- 86 ,(1965) , 10.1037/H0021573