Persuade to Buy: Implications for Online Advertising

Persuade to Buy: Implications for Online Advertising

Alma , Jeftić

The aim of this article is to explore the development of a variety of online advertising tools and the implications that the characteristics of these tools have on their effectiveness, as well as to discover how important are the amount and nature of cognitive processing that a person does about a persuasive message in order to determine the kind of persuasion that occurs. Even though advertisements are a necessary and important component of the Internet, most users are merely concerned with the quality of online experience and do not appreciate pop-up ads. However, the majority of previous researches in the area of online advertising lack in application of psychological theories of information processing and attitude change. This article seeks to explore the connection between cognitive processing and consumers' online experience as well as behaviour change in order to provide the most important factors that attract customers. The study is designed in qualitative research approach in which literature review method has been chosen. The overview of contemporary researches in the area of online advertising will be provided together with the analysis of psychological aspects of information processing. Moreover, this study aims to obtain deeper understanding of elaboration likelihood model with the special emphasize on two routes an individual will take in a persuasive situation and its application to online advertisements. It is concluded that cognitive aspects of information processing as well as elaboration likelihood model need to be taken into account when creating online advertisements, especially banners and pop-up ads. Also, the list of major factors that attract customers' and should be elaborated in each advertisement is result of this qualitative research study. Keywords: online advertising; persuasion; cognitive processing; banners; pop-up ads; elaboration likelihood model; consumer behaviour; perceived intrusiveness.

Conference or Workshop Item
PeerReviewed

2012-05-31

1359