THE FUNCTION OF FORMAT: Consumer Responses to Six On-line Advertising Formats

Abstract

This study represents an initial empirical test of a new construct--attitude toward on-line advertising format (A<SUB>format</SUB>). An on-line survey was used to examine both antecedents and consequences of A<SUB>format </SUB>for each of six on-line ad formats (e.g., pop-ups, banners, skyscrapers). Regression analyses revealed A<SUB>format</SUB>to be significantly related to attitude toward the ad (A<SUB>ad</SUB>) for all formats. Furthermore, A<SUB>format </SUB>was significantly related to self-reported on-line ad behaviors such as clickthrough. Overall, the results strongly suggest that the nature of the on-line ad format is an important characteristic that influences on-line advertising response.