banner advertiser-web site context congruity and color effects on ...
banner advertiser-web site context congruity and color effects on ...
banner advertiser-web site context congruity and color effects on ...
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84 The Journal of Advertising<br />
Study 1:<br />
Inc<strong>on</strong>gruent Advertiser-Web Site C<strong>on</strong>text, Blue<br />
Background, <str<strong>on</strong>g>and</str<strong>on</strong>g> White Letters<br />
(Low-C<strong>on</strong>trast) Stimuli<br />
an Apartment<br />
;ru - ^•nr'm-xi •<br />
Upper Newberry Pet Center<br />
Btnlinq m i>4Mrimvi<<br />
Thvo'i no p<br />
APPENDIX<br />
Study 2:<br />
C<strong>on</strong>gruent Advertiser-Web Site C<strong>on</strong>text, Red<br />
Background, <str<strong>on</strong>g>and</str<strong>on</strong>g> White Letters<br />
(High-C<strong>on</strong>trast) Stimuli<br />
• o ,^<br />
a -a<br />
Hty ID us* At tin nan* mfiit, th«n «• film<br />
c*in*c« which iJo nqt r«qur> much •ft<strong>on</strong> qt<br />
Eiaatnnlv or tha pwt ot tha u»r^ simply fra<br />
fOix «il}j«i:l, cM^ ThB a^ipoturc CulT<strong>on</strong> <str<strong>on</strong>g>and</str<strong>on</strong>g> voia<br />
- imu hiva yeuTMit • piclurB. Soma ciniar.H<br />
howavat, do offw additi<strong>on</strong>*! hiluras baf<strong>on</strong>d ttia<br />
batiH- LfKfad to rha LtH arm dttcrlpdvu vf<br />
ihH hay charactaniTcs drffatantiaimq poini <str<strong>on</strong>g>and</str<strong>on</strong>g><br />
(hoot cvnarH For mura daLjAad nibnnatiofi<br />
•bout tn«a raalms. iw«
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