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).
  

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...