Emotional Appeal and Incentive Offering in Banner Advertisements

Ritu Lohtia, Talai Osmonbekov, Naveen Donthu and Frank Tian Xie

This study proposes a contingency framework on the role of emotions and incentives in affecting banner ads effectiveness.
  

Emotional Appeal And Incentive Offering In Banner Advertisements

'Frank' Tian Xie Drexel UniversityNaveen DonthuGeorgia State UniversityRitu Lohtia Georgia State UniversityTalai Osmonbekov University of Southern Mississippi

Introduction

Banner ads are simple advertisements that invite visitors to click them to be exposed to a target web page or web site. Banner ads serve functions of both direct response and image advertising (Li and Bukovac 1999). Also, banner ads are mostly two-dimensional, compared with 3-D advertising that promises more virtual experience and sense of presence (Li, Daugherty, and Biocca 2002).

The effectiveness of banner...

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