- 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 tasks than free-browsing tasks.
- Consumers more likely will disengage from central processing during goal-oriented tasks and, therefore, are more attracted by unexpected advertisements than they might be during free-browsing tasks.
- Unexpected advertisements are associated with a more favorable attitude and less perceived intrusiveness than unexpected advertisements that obstruct the web content.
Online advertising is central for both free-content websites and advertisers. According to recent reports, online advertising revenues totaled...