Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/36525
Title: Influence of Need for Cognition and Product Involvement on Perceived Interactivity: Implications for Online Advertising Effectiveness
Authors: NG LI TING
Keywords: perceived interactivity, online advertising, need for cognition, product involvement, advertising effectiveness
Issue Date: 29-Jun-2012
Source: NG LI TING (2012-06-29). Influence of Need for Cognition and Product Involvement on Perceived Interactivity: Implications for Online Advertising Effectiveness. ScholarBank@NUS Repository.
Abstract: Using a quantitative approach, this study hopes to advance understanding of consumer attitudes towards online advertisements involving inherent personal traits (need for cognition, product involvement), by observing the implications of these factors on `perceived interactivity? of expandable rich-media advertisements, and in totality, how these facets affect online advertising effectiveness. Online advertising effectiveness is regarded as encompassing three sub-level concepts ? attitude towards advertisement and advertising recall. In addition, based on the Elaboration Likelihood Model (ELM), the study seeks to attain a greater understanding of the connection between the concept of perceived interactivity and the information processing routes undertaken by participants in the study. Moreover, it hopes to establish valid and scientific relationships between the concept of perceived interactivity and online advertising, given the current lack of research done in this area. Lastly, it aims to review the theoretical framework of the Elaboration Likelihood Model in the context of online advertising, to evaluate its applicability and robustness.
URI: http://scholarbank.nus.edu.sg/handle/10635/36525
Appears in Collections:Master's Theses (Open)

Show full item record
Files in This Item:
File Description SizeFormatAccess SettingsVersion 
Thesis_Final_Full_0228.pdf853.54 kBAdobe PDF

OPEN

NoneView/Download

Page view(s)

206
checked on Dec 11, 2017

Download(s)

380
checked on Dec 11, 2017

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.