“It is rare to find the academic literature addressing any one of the factors that makes advertising distinctive. To find a work that touches on almost all of these factors is indeed impressive. To further do so in the context of real advertising situations and with actual brands makes this work truly unique. As such it represents a standard for the way meaningful advertising research should be carried out.”
– Ronald J. Faber, Professor, School of Journalism and Mass Communication, University of Minnesota and Former Editor, Journal of Advertising

Sang Yeal Lee is Assistant Professor in the advertising sequence of the West Virginia P.I. Reed School of Journalism. Prior to teaching at West Virginia University, Professor Lee taught advertising and mass communication courses at Pennsylvania State University. He earned his Mass Communications doctorate from Pennsylvania State University and his master's in advertising from Michigan State University. With over a decade of experience as an account planner, Professor Lee holds tremendous experience from working on numerous accounts. His research areas include Internet media effects and Web advertising.

S. Shyam Sundar is Associate Professor and founding director of the Media Effects Research Laboratory in the College of Communications at Pennsylvania State University. He holds a PhD from Stanford University and his work has appeared in leading journals such as Communication Research, Journal of Communication, Media Psychology, Behaviour and Information Technology, The Information Society, Journal of Advertising, and Journalism and Mass Communication Quarterly, among others. A frequently cited source on technology, Professor Sundar has testified before the U.S. Congress as an expert witness, and has delivered talks at several universities in the United States, Germany, Netherlands, Hong Kong and India. Professor Sundar is a leading expert on the psychological effects of interface technologies in Web-based mass communication.

Foreword

Preface

Acknowledgements

Executive Summary

1. Introduction

2. Literature Review

3. Method and Results

4. Discussion

5. Conclusion

Appendices

References

Name Index

Subject Index