The Interactive Advertising Model Tested: The Role of Motives in Ad Processing

Shelly Rodgers

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 do something, an activated state that contains both energy and direction (Deci and Ryan 1985). Thus, consumer motives are drives to satisfy particular needs and wants. Recent attention has been devoted to examining Internet motives. The majority of these studies have focused on identifying a range of Internet motives, including acquiring information (Eighmey 1997), chatting or emailing (Stafford and Stafford 1998), or...

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