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Salience and Effortful Processing: The Effects of Involuntary Attention to Web Ads on Implicit and Explicit Attitudes

Han, Jiangxue
http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1449761951

Abstract Details

2016, Master of Science (MS), Ohio University, Journalism (Communication).
Salient stimuli, defined as information that sticks out from a particular context, can capture people’s involuntary attention (Kardes, 2002). The current examined the effects of salient web ads on people’s implicit and explicit attitudes. Prior study suggests that peripheral processing, which does not require much cognitive efforts had greater impact on people’s implicit attitudes, because it is similar to the associative learning (Wagner & Sundar, 2009). Therefore, the current study hypothesized that salient web ad could lead to less positive implicit attitudes than less salient web ad since it could elicit more central processing of the ads content. The results showed that salient and less salient web ads did not differ significantly in their effects on implicit and explicit attitudes. The theoretical and practical implications of the study were discussed.
Parul Jain (Committee Chair)
Hans Meyer (Committee Member)
Jatin Srivastava (Committee Member)
80 p.
Communication
Salience; Web advertising; ELM; MODE

Recommended Citations

Citations

  • Han, J. (2016). Salience and Effortful Processing: The Effects of Involuntary Attention to Web Ads on Implicit and Explicit Attitudes [Master's thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1449761951

    APA Style (7th edition)

  • Han, Jiangxue . Salience and Effortful Processing: The Effects of Involuntary Attention to Web Ads on Implicit and Explicit Attitudes. 2016. Ohio University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1449761951.

    MLA Style (8th edition)

  • Han, Jiangxue . "Salience and Effortful Processing: The Effects of Involuntary Attention to Web Ads on Implicit and Explicit Attitudes." Master's thesis, Ohio University, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1449761951

    Chicago Manual of Style (17th edition)

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This open access ETD is published by Ohio University and OhioLINK.