Adverse advertising: the impact advertisements have on webpage content retention

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Keppel, David P.
Advertising effects; Internet advertising; Limited-capacity information-processing model; Retention
thesis / dissertation description
This study examined the effect of Web-based advertising on Webpage content retention. A single-factor experiment was conducted on three groups of subjects (n=105). Each of the three groups differed only regarding the absence or presence of advertisements and the congruity of these advertisements to the thematic design of the Webpage and the informative content. A post-experimental questionnaire assessed the subject's retention of Web page content as well as the subject's retention of any present advertisements. The results suggest advertisement presence significantly reduces a subject's ability to retain informative content. The results do not suggest the congruity of the advertisement to the content affects retention of either the advertisement or the informative content.