Table of Contents
Foreword
Acknowledgments
List of Figures
List of Tables
Chapter 1: Introduction
Purpose of the Study
Theoretical Importance of the Study
Methodological Importance of the Study
Practical Importance of the Study
Chapter 2: Background and Hypothesis
Theoretical Framework
Limited Capacity Model of Mediated Media Processing
Applying LC3MP to Studying Web Banners
The Effects of Animation on Orienting, Orienting to Nonanimated and/or Animated
The Effect of Animation on Physiological Message Processing
Dimensional View of Emotion
Advertisements
Arousal, Encoding, and Storage
Banner Ads
Arousal
Encoding of Animated Elements
Encoding of Nonanimated Elements
The Effects of Arousing Content on Orienting
Physiological Arousal Due to Arousing Encoding and Storage of Nonpictorial Elements
Storage of Animated Elements
Storage of Nonanimated Elements
Arousal, Encoding, and Storage
Orienting to Arousing Content
Encoding of Arousing Pictures
Storage of Arousing Pictures
Elements
Chapter 3: Method
Design
Stimulus Materials
Dependent Variables
Orienting Response
Physiological Arousal
Encoding
Storage
Apparatus
Participants
Procedure
Data Editing and Reduction
Chapter 4: Results
The Effects of Animation and Arousing Pictures on Orienting
Cardiac Orienting to Nonanimated and Animated
Cardiac Orienting to Arousing Pictures
Banner Ads (Hypotheses 1a and b)
Hypotheses 6a and b
The Effects of Animation and Arousing Pictures on Electrodermal Orienting
Electrodermal Orienting to Nonanimated and Electrodermal Orienting to Arousing Pictures
The Effects of Animation and Arousing Pictures
The Effects of Animation on Physiological Arousal Due to Positively Arousing Encoding of Nonanimated Elements
Encoding of Nonpictorial Information
Storage of Nonanimated Elements
Storage of Nonpictorial Information
Animated Banner Ads (Hypotheses 2a and b)
Hypotheses 7a and b
A note on ORs
On Physiological Arousal
Arousal (Hypothesis 3)
Pictures (Hypothesis 8)
Encoding and Storage of Ad Elements
Encoding of Animated Elements (Hypothesis 4)
Encoding of Arousing Pictures (Hypothesis 9)
Research Question 1
Research Question 3
Storage of Animated Elements (Hypothesis 5)
Storage of Arousing Pictures (Hypothesis 10)
Research Question 2
Research Question 4
Chapter 5: Discussion
Orienting
Arousal
Encoding and Storage of Primary Information
Encoding and Storage of Peripheral Information
Practical Implications
Appendices
Appendix A: Description of 36 Banner Ads
Appendix B: Sample Banner Ads
References
Index
