Emotional Appeal and Incentive Offering in Banner Advertisements

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...