The effect of information complexity and mental construal on the liking of banner ads
碩士 === 東吳大學 === 心理學系 === 100 === We examined the effect of information complexity of banner advertisements in e-commerce by adapting previous findings on the relationship between fluency and preference. Three experiments explored the role of construal level (Tsai & Thomas, 2011) and how fluency...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2012
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| Online Access: | http://ndltd.ncl.edu.tw/handle/46638205906216254557 |