Website Image Transfer: Perception of Uninformative Online Ads

Xiaojing Yang, University of Wisconsin, Milwaukee, USA
Jihui Chen, University of North Dakota, USA
The emergence and fast development of Internet has challenged conventional wisdom about ads. One significant change is the appearance of uninformative online ads that are regarded as “poor ads” in the traditional media. The present paper investigates two possible types of omissions /ambiguities from such online ads, namely, product category related- and brand personality related-information. We argue that two dimensions of site image – website function and personality can influence consumers’ perception of uninformative ads. Consumers may infer or “restore” the missing/ambiguous information from such ads in either a systematic or heuristic way. The underlying psychological process of site image transfer is proposed. We conclude that if the results of site image transfer are congruent with the actual information about the product in the ads, consumers will form a favorable attitude toward the site, the ads, and the brand, and ultimately a higher purchase intention.
[ to cite ]:
Xiaojing Yang and Jihui Chen (2007) ,"Website Image Transfer: Perception of Uninformative Online Ads", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 448-450.