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9781934043639

Preattentive Processing of Web Advertising

Preattentive Processing of Web Advertising
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Product details

  • ISBN-13: 9781934043639
  • ISBN: 193404363X
  • Publication Date: 2007
  • Publisher: Cambria Press

AUTHOR

Yoo, Chan Yun

SUMMARY

Despite the continued effort to theorize how Web advertising works, little has been known about how Web advertising may affect consumers responses when the Web advertisements are outside of consumers attentional focus. This book not only proposes a theoretical framework of how Web advertising works, but also empirically examines preattentive processing of Web advertising.Yoo, Chan Yun is the author of 'Preattentive Processing of Web Advertising', published 2007 under ISBN 9781934043639 and ISBN 193404363X.

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