Is a website known by the banner ads it hosts? Assessing forward and reciprocal spillover effects of banner ads and host websites
Sweta Chaturvedi Thota
University of San Francisco
Ji Hee Song
University of Seoul
Abhijit Biswas
Wayne State University
Introduction
Consider the following scenarios: (a)you are visiting a reputed website and encounter an ad that repeatedly flashes the message ‘Feeling like your credit might be in trouble?’ – an ad that typically appears on a low-ranked blog, or (b)a website that you clicked during your shopping search displays an ad that makes noises at you in a female electronic...