The Interactive Advertising Model Tested: The Role of Internet Motives in Ad Processing
Shelly RodgersUniversity of MinnesotaTwin Cities
Introduction
Motives are one of the driving forces of consumer behavior. A motive is a desire to...
The Interactive Advertising Model Tested: The Role of Motives in Ad Processing
Two, one-factor, within-subjects experiments were conducted to examine the role of Internet motives on responses to four types of banners (communicate, research, shop, and surf).
