Assessing the Effects of Animation in Online Banner Advertising: Hierarchy of Effects Model

Chan Yun Yoo, Patricia A. Stout and Kihan Kim

The present study attempts to examine the effects of animated banner ads, as well as the moderating effects of involvement, on each stage of the hierarchy of effects model, and to explore the applicability of the hierarchy of effects model to the banner advertising environment through an online experiment.
  

Assessing The Effects Of Animation In Online Banner Advertising: Hierarchy Of Effects Model

Chan Yun Yoo, Kihan Kim and Patricia A. Stout The University of Texas at Austin

Introduction

While online advertising has grown dramatically during the past several years (Low 2000), attracting individuals' attention and persuading them remains one of the critical issues for the practitioner. As competition for individuals' limited attention is of concern in the online advertising environment, animation is one innovation widely used by practitioners (Sundar et al. 1999); such ads substitute for static ads (Cleland and...

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