Document Type

Article

Abstract

This study investigated how consumers use their motivation and objective knowledge to process online advertisement. The laboratory experiment tested several hypotheses on the determinants of consumers’ process measures toward the ad. The findings suggested that involved subjects tended to process the ad more to a certain point until subjects reached the highest involvement level and did not feel the need to processing the ad anymore. In addition, when objective knowledge remained an accessible source to evaluate the ad, it hindered the persuasion effects of the ad. Implications for advertisers and the direction of future research are also presented.

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