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Effects of interactive and imagery-strong websites

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International Advertising and Communication

Abstract

We investigate the impact of website interactivity in connection with its attention-getting effect on imagery processing and the generation of mental imagery. Results of an experiment indicate that the use of interactivity on brand websites can increase the activity of the Internet users’ imagery and support different dimensions of mental imagery, such as vividness or complexity. Furthermore, highly interactive and imagery-strong websites can lead to more favorable attitudes toward the site and the brand as well as to stronger behavioral intentions. Implications for theory and practice of internet advertising are discussed at the end of this article.

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Author information

Authors and Affiliations

  1. Vectia GmbH, Munich, Germany

    Greg Kiss (Consultant)

  2. Helsinki, Finland

    Greg Kiss (Consultant)

  3. Marketing Department and Director of the Institute for Brand and Communication Research, Justus-Liebig-University, Giessen, Germany

    Franz-Rudolf Esch (Full Professor of Marketing)

Authors
  1. Greg Kiss
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  2. Franz-Rudolf Esch
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Editor information

Sandra Diehl Ralf Terlutter

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© 2006 Deutscher Universitäts-Verlag ∣ GWV Fachverlage GmbH, Wiesbaden

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Kiss, G., Esch, FR. (2006). Effects of interactive and imagery-strong websites. In: Diehl, S., Terlutter, R. (eds) International Advertising and Communication. DUV. https://doi.org/10.1007/3-8350-5702-2_19

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