How consumers process unexpected online advertisements: The effects of motion and abrupt onset on consumers’ attention and attitude

Online advertisements compete for consumer attention. This research investigates the effects of unexpected features in advertising such as motion and abrupt onset.

Management Slant

  • Online advertisements embedded with unexpected features—motion and abrupt onset, for instance—attract consumers’ attention in a bottom-up perspective.
  • Unexpected advertisements more likely will capture consumers’ attention during goal-oriented...