Exposure to Newspaper Website Advertisement and its Influence on Consumer Affective Response

Abstract

Consumer interaction with online advertisements comprises of a hierarchy of stages with researchers focusing more on attention. However, little emphasis has been given to the process that leads to attention. This study examines the concept of exposure – pre-attention which precedes attention. The research aptly captures online newspaper readers' interaction with newspaper website advertisements. Findings describe how users process advertising information on newspaper websites, providing insight into how users divert their focus to the advertisements and are eventually influenced to click-through for different reasons.

Keywords: Online newspapers, newspaper website, pre-attention, online readers, click-through, exposure, affective response.