Professional Documents
Culture Documents
University of Antwerp
Prinsstraat 13
2000 Antwerpen
Belgium
verolien.cauberghe@ua.ac.be
Patrick De Pelsmacker
University of Antwerp
Prinsstraat 13
2000 Antwerpen
Belgium
Patrick.depelsmacker@ua.ac.be
1
Paper Submitted for the Journal of Broadcasting and Electronic Media
THE EFFECTIVENESS OF TELESCOPIC ADS DELIVERED VIA INTERACTIVE, DIGITAL
ABSTRACT
A telescopic ad on Interactive, Digital TV has a more positive influence on brand recall and
attitudes compared with a traditional 30 seconds TV ad. We further examined two aspects of the
complexity of the interactive ad more in depth; the impact of the amount of information and the
level of interactivity. The results demonstrate that the interactivity embedded in the telescopic TV
ad has a strong positive influence on brand recall and attitude, certainly when the amount of
information is low. The time spent in the telescopic ad, which is influenced by both the amount of
additional information and the embedded interactivity, has a positive influence on the development
of brand attitudes, but not on brand recall, and thus is a mediating variable for only some of the
brand responses. 1
1
This study was accomplished in cooperation with Paratel, VMMa, and InSites.
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Paper Submitted for the Journal of Broadcasting and Electronic Media
THE EFFECTIVENESS OF TELESCOPIC ADS DELIVERED VIA INTERACTIVE, DIGITAL
INTRODUCTION
The popularity and adoption of Interactive, digital TV (IDTV) and its related technologies such as
the Personal Video Recorder (PVR) are increasing in many Western countries (Levy & Nebenzahl,
2006), making the medium attractive for advertisers in terms of reach (Ducoffe, Sandler, &
Secunda, 1996). Yet, the medium has received little academic attention until now (Kim and
Sawhney, 2002; Kang, 2002). In a trend analysis of research studies about the Internet, Cho and
Chang (2006) observed a lack of research about the advanced applications of the Internet, such as
IDTV, which can be defined as the merging of the Internet and TV. Although the technology of
IDTV leads to threats for advertisers, e.g. in terms of an increase in ad avoidance behaviour due to
the PVR (Boddy, 2004; Thawani, Gopalan, & Sridhar, 2004), IDTV also offers a lot of new
advertising opportunities. One of the many new interactive TV advertising formats (for an overview
see Cauberghe & De Pelsmacker, 2006) is the Telescopic Advertisement (Reading, et al., 2006).
This format consists of a “30-second TV ad with a call-to-action button with clickable content or
‘micro sites’ featuring individual still screens providing additional information” (Bellman & Varan
2004, p.2). When the viewer clicks on the call-to-action, (s)he leaves the linear broadcast stream to
enter a Dedicated Advertising Location (DAL) where (s)he can navigate through the additional
information, which can be structured in different layers. The interactivity and additional information
are expected to increase the time actively spent in the DAL, and thus enlarge the cognitive
processing of the advertising message and as a result enhance the advertising effectiveness. In this
study we compare the impact of a traditional 30” ad versus a telescopic ad. Since the telescopic
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Paper Submitted for the Journal of Broadcasting and Electronic Media
the impact of these two aspects that can have an influence on the complexity of the DAL (Geissler,
Zinkhan, & Watson, 2006). Both aspects, the amount of information and interactivity have been
studies in an internet environment, but the combined effects are rarely investigated in depth. Only a
few studies have tried to keep the amount of information constant when investigating the
effectiveness of interactivity (Martin, Sherrard and Wentzel 2005) or tried to manipulate to amount
of information in combination with interactivity. The first contribution of this study is the
investigation of the impact of a new advertising format, the telescopic ad exposed on a new medium
IDTV, in comparison to a traditional 30” TV ad. The second contribution is related to the combined
effects of the amount of information and the level interactivity in the DAL. Time spent in the DAL
The merging of TV and the Internet is remarkably noticeable when looking at the appearance of
telescopic advertisements. This new format is promising, given earlier empirical studies that show
that the synergy of a TV ad and the exposure to a website results in better advertising effects than
repetition of the TV ad (Chang & Thorson, 2004). The study of Bellman and Varan (2004)
demonstrated that one exposure to an interactive advertisement with additional information is equal
to the effectiveness of the exposure to three traditional 30” ads in terms of brand recall and attitude,
and behavioural intentions. Also the recent study of Reading et al. (2006) provides evidence of the
traditional 30” advertisement and a long infomercial. This superior effect of telescopic TV ads can
be explained based on three independent, but interrelated, mechanisms: the message length effect,
the amount of information about the product, and the interactivity embedded in the persuasive
content. The latter two are assumed to have an influence on the time spent in the DAL. Research on
the message length effect has demonstrated that longer ads have more opportunities to provide extra
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product arguments (Agee & Martin, 2001; Stanton & Burke, 1998) and to repeat key points of the
message. This leads to an increase in attention to the information (MacKenzie, 1986), and thus to a
better message comprehension and information processing (MacInnis & Jaworski, 1989). From the
extensive literature about the advertising effects of the amount of product and consumer
information (e.g., Jacoby, Speller, & Kohn, 1974; Malhotra, 1982), the basic conclusion is that too
much product information leads to an information overload and negatively impacts choice
behaviour, and thus also advertising effects. Later, Keller and Staelin (1987) nuanced these results
and found that an increase in the quality of the additional information, defined as “the information’s
inherent usefulness to consumers” (p.200) could lead to a positive effect on advertising credibility,
and thus to more positive advertising effects. Given that the information in a DAL adds information
of qualitative value compared to the information in the 30” ad, a positive effect of the amount of
information on advertising effects can be expected. As far as the advertising effects of interactivity
are concerned, internet research found that interactivity can increase attention to the persuasive
content, and make it a pleasurable experience, through the development of feelings of flow, “an
intrinsically motivated optimal enjoyable mental state” (Csikszentmihalyi & Lefevre, 1989). This
mental state increases the cognitive involvement with the interactive content (Liu & Shrum, 2002).
The intrinsically motivated joy will be transferred to the persuasive content, leading to positive
advertising outcomes (Chung & Zhao, 2004; Macias, 2003). Given these positive effects of the
additional information and interactivity, in combination with the increase in time exposed to the
H1: “An interactive advertisement will lead to higher brand recall, and a more positive brand
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ADVERTISEMENT COMPLEXITY INDUCED BY THE AMOUNT OF INFORMATION AND
A challenge of telescopic ads is to keep the consumer’s interest focused on the persuasive message
(Reading et al 2006). To achieve this Putrevu, Tan and Lord (2004) argue that an appropriate level
who are confronted with complex stimuli, will be more aroused, and will try to reduce this arousal
by exploring the source of the complexity, therefore increasing the elaboration. However,
Sanbonmatsu and Kardes (1998) and Shapiro, Park and McInnes (2002) found that too high levels
of physiological arousal reduce the amount of processing capacity available for elaborating on the
persuasive message. From their qualitative research, Geissler, Zinkham and Watson (2006) could
identify 5 important factors that affect the perceptions of the complexity of a homepage. Both the
amount of information (length of the homepage) and interactivity (number of links) were included.
In their subsequent empirical study they found that a moderate level of complexity compared to a
low and high level, facilitated communication effectiveness most optimal. Martin, Sherrard and
Wentzel (2005) investigated the advertising impact of the verbal complexity of a website by
manipulating the amount of information presented on each webpage, keeping the total amount of
information constant. Their results revealed that subjects prefer Web sites of medium level of
complexity, rather than high (little clicks) or low complexity (a lot of clicks). These latter authors
explained their results by referring to the Cognitive Resource Matching Theory, which states that a
balance between the available cognitive resources and required resources to accomplish the task is
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Paper Submitted for the Journal of Broadcasting and Electronic Media
Amount of Information
The telescopic nature of the interactive advertisement makes it possible to provide extra product
information. In contrast with the choice behaviour research stream, the impact of the amount of
information on the evaluation (instead of choice behaviour) of one single brand (instead of multiple
alternatives) is investigated in this study. In the DAL, the quantity of information is manipulated by
keeping the quality constant. Therefore, referring to the work of Keller and Staelin (1987) and in
line with the Limited Capacity Theory (Lang, 2000) the following can be expected:
H2: “A high amount of information will lead to lower brand recall, and a less positive brand
Level of Interactivity
Most internet studies find positive advertising effects of interactivity (e.g., Sicilia, Ruiz, & Munera,
2006). Although Geissler, Zinkhan and Watson (2006) found that interactivity (amount of links) can
increase the complexity of a website, a reasonable amount of links should not cause the website to
exceed a moderate level of complexity, which has been found to be to most optimal in terms of
advertising effects (e.g. Martin, Sherrard, & Wentzel, 2005). Therefore, consumers will still have
the ability to focus their attention on the interactive content. This attention is a prerequisite for the
cognitive processing to occur (Lang, 2000). The positive mood evoked by the interactivity, induced
by the experience of flow, may increase the cognitive elaboration of individuals (Lee & Sternthal,
H3: “A high level of interactivity will lead to higher brand recall, and a more positive brand
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Paper Submitted for the Journal of Broadcasting and Electronic Media
The interaction effect of interactivity and information
Despite the positive effect of interactivity, some authors however detected no or even a negative
impact of interactive advertisements (e.g., Bezijan-Avery, Calder, & Iacobucci, 1998; Eveland &
Dunwoody, 2001). The Cognitive Load Theory (CLT, van Merriënboer & Sweller, 2005) can be
used to explain the combined cognitive impact of the amount of information and interactivity
(Eveland & Dunwoody, 2001). The CLT assumes that the human working memory is limited in
processing novel information (Cf. also the Limited Capacity Theory, Lang, 2000). There are broadly
two types of cognitive loads that can affect the working memory (e.g., Bodemer & Faust, 2006):
intrinsic cognitive load, which is related to the intrinsic nature of the information, and the
extraneous cognitive load, which corresponds to the mental effort imposed by the way the
information is presented (in this study related to the interactivity). Information processing only
occurs when the respondent is motivated to process the information and when he/she has the
cognitive ability to do so. Depending on the strength of the internal load, the extraneous load can
stimulate the cognitive processing, or can lead to a limited cognitive capacity, and thus inhibit the
information processing due to feelings of disorientation and being lost. Interactive media impose
more cognitive extraneous load than traditional, linear media (e.g., Conklin, 1987). But, on the
other hand, interactivity can increase the involvement with the content (Liu & Shrum, 2002).
According to the ELM (Petty & Cacioppo, 1981) involvement has an influence on the motivation to
process information more intensively, if the individual has the cognitive ability to do so.
Concluding, interactivity demands a certain cognitive load but also influences the motivation to
process the information positively. Referring to the Cognitive Load Theory this leads to the
following reasoning. When the intrinsic cognitive load (the amount of information) is high, the
extraneous load (interactivity) can increase the motivation but also the cognitive load, leading to
less profound processing of the information due to limited cognitive capacity. However, when the
extraneous load is low, the individual may have more ability to process the information, but will be
less motivated to do so. When the intrinsic cognitive load (the amount of information) is low and
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Paper Submitted for the Journal of Broadcasting and Electronic Media
the extraneous load (interactivity) is high, the individual will have both the motivation and ability to
process the information. When the extraneous load is low, the respondent has the ability to process
information, but will only have a low motivation to do so. The following can be expected:
H4: “In case of a low amount information, a high level of interactivity will lead to higher
brand recall, and a more positive brand attitude than a low level of interactivity. In case of a
high amount of information, a high level of interactivity will lead to lower brand recall, and
Research about the effect of advertising exposure length has found that the longer the consumer is
exposed to the stimulus the more (s)he can remember of it (Krugman, Cameron, & White, 1995).
Earlier research also shows that longer advertisements generate more positive advertising results
than their shorter equivalents (e.g., Singh & Cole, 1993; Pieters & Bijmont, 1997). In an internet
context, the time spent and amount of clicks in a website are often used as dependent variables to
measure the effectiveness of website design (Drèze and Zufdreyden 1997). The role of time spent
with a website can be emphasized by the study of Danaher and Mullarkey (2003) who found that
the longer a person is exposed to a web page containing a banner ad, the more likely they remember
H5: Time spent in the DAL has a positive influence on brand recall and brand attitude.
Morrison and Dainoff (1972) investigated the effect of advertisement complexity on viewing time.
They found that the visual complexity of print ads was positively related with viewing time. Given
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Paper Submitted for the Journal of Broadcasting and Electronic Media
that both the amount of information and interactivity are assumed to increase the level of
H6: The amount of information and the level of interactivity have a positive effect on the
However, based on the Cognitive Load Theory, a high intrinsic load in combination with a high
extraneous load can lead to feelings of distraction and being lost in the information. The respondent
will be quickly diverted and not motivated to spend a long time looking at the DAL. Contrary, when
the intrinsic load is low, a high extraneous load may motivate the respondent more to process the
information, and thus is expected to be more willing to spend more time to process the information.
H7: “In case of a low amount of information, a high level of interactivity will lead to a
longer time spent in the DAL than a low level of interactivity. In case of a high amount of
information, a high level of interactivity will lead to a shorter time spent in the DAL than a
METHOD
Stimuli
To investigate our research questions a Telescopic Ad was developed, consisting out of a 30” TV ad,
a call-to-action and an interactive DAL. To avoid language and other confounding effects, an
advertisement of The Netherlands, for a brand unknown to Belgians is used. Given that product
involvement has an influence on information processing (Cf. ELM), a product category with an
average involvement was selected through the use of a pre-test. The involvement with 12 product
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Paper Submitted for the Journal of Broadcasting and Electronic Media
categories was measured with 39 respondents using the ten item five-point scale of Zaichkowsky
(1994). The travel agency was selected with an average product involvement rate (M = 2.80). The
attitude toward the 30” advertisement was controlled to be positive to avoid feelings of irritation.
This was important given the procedure in which the respondents were requested to click on the
additional information in the DAL. Therefore, a second pretest was conducted in which we
measured the advertisement attitude of six 30” ads of travel agencies with 19 respondents. We
selected the advertisement of “D-reizen”, which had the highest score (M = 4.21) on the 4 item 5-
point scale of Holbrook and Batra (1986). The hypotheses regarding the effects of the complexity of
the DAL were tested using a 2x2 between-subjects factorial design. The amount of information was
manipulated by the quantity of the information (e.g., information about 106 hotels versus 22 hotels).
The set size (the number of attributes) and the quality of the information were kept constant.
Interactivity was manipulated by the amount of hyperlinks (12 versus 92), the availability of a
navigation bar, and the possibility of two-way communication (e.g., search an address). The
advertisement was preceded by a programme context of average involvement and induced feeling,
Participants
Out of a data base, a gross sample of 521 Flemish respondents was randomly selected based on a
spread in age, gender and education. Past research has shown that Internet use has an impact on
perceived interactivity (e.g. Sohn and Leckenby 2001; Jee and Lee 2002), and was therefore also
used as selection criterium, to make sure all respondents had some experience with media
interactivity (e.g. Tremayne and Dunwoody 2001). Finally, a nett sample of 282 respondents
participated in the study, retaining a sample of respondents with an average age of 38 years old
(range 21-56 years old, 50% between 21-40 years old), 61.8% males versus 38.2% females and
44.7% of the respondents holding a diploma of secondary high school versus 55.3% finished a
higher education level. The average internet use was 17 hours a week. The respondents were
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randomly divided into 5 groups (4 groups for the varying complexity of the DAL and one group for
Procedure
The respondents were individually invited to an experimental “living room” setting. They were
requested to try out all the interactive possibilities they could notice on screen. After the briefing,
the respondents watched the 6 minutes during mood neutral excerpt of a TV programme, followed
by the advertisement. At the end of the 30” ad, a red call-to-action button appeared in the right
upper corner of the screen, in combination with a voice-over that invited the respondent to press the
red button to receive more product information. From the moment the respondents entered the
DAL, their time was recorded. Afterwards, the respondents entered a computer assisted
questionnaire containing the brand attitude measurement (7-point 4 item scale based on existing
scales of MacKenzie, Lutz and Belch 1986; good-bad, lovable-not lovable, desired- not desired,
positive – negative; alpha = .87), and the unaided brand recall. Attitude toward the 30” ad was
measured as a covariate through the scale of Holbrook and Batra (1986) (Alpha = .946). At the end
of the questionnaire the respondent was thanked for his/her cooperation. Each respondent received
RESULTS
To compare the advertising effects of the telescopic Ad (traditional 30” ad and DAL) with the
traditional 30” ad, the manipulated conditions of interactivity and information were combined, to
compare them with the group of respondents that viewed only the traditional 30” ad. The results
indicate that the telescopic ad resulted in better brand recall (56.9% versus 36.1%, chi² = 5.474, p =
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.019) and a more positive brand attitude (M = 4.32 versus M = 2.97, t = -8.134, p < .001) than the
The amount of information in the DAL did not have any effect on brand recall (52.1% versus 47.9%,
chi² = .845, p = .358) nor on attitude (M = 4.77 versus M = 5.45, F = .039, p = .843), which was
analyzed using an ANCOVA. H2 is not supported. The main effect of interactivity revealed a
positive effect on brand recall and attitude. A high level of interactivity increased brand recall from
43.6% to 56.4% (chi² = 5.371, p = .020). This effect was also noticeable for Ab (M = 4.19 versus M
The interaction effect of the amount of information and interactivity on brand recall showed that for
the low amount of information, a high level of interactivity increases the brand recall from 41.1% to
58.9% (Chi² = 4.753, p = .029). For a high amount of information, this effect of interactivity
becomes insignificant (chi² = 1.201, p = .273), but not negative as expected (46.3% versus 53.7%).
For the brand attitude the same trend occurs. Given that the interaction effect of the amount of
information and the level of interactivity on Ab was not significant (p = .508) in the ANCOVA, the
mean values were further analyzed by using a t-test, which revealed that for the low information
condition, interactivity does have a significant positive effect (M = 4.09 versus M = 4.46, F = -2.027,
p = .045) on Ab, but for the high information condition, the effect is not significant (M = 4.28 versus
M = 4.45, F = -1.023, p = .308) (Fig.1). Therefore, H4 can only partly be accepted. The results of the
ANCOVA also show that attitude toward the 30” advertisement was a significant covariate that was
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Place Figure 1 about here
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Place Figure 2 about here
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The average time spent in the DAL across the experimental conditions was 5.26 minutes. Looking at
the brand recall results in relation to the time spent (median split), the timing does not have a
significant impact on brand recall (47.5% versus 52.5%, chi² = 1.108, p = .293). Investigating the
effect of timing on brand attitudes, the regression results provide evidence for a significant positive
effect of the time spent in the DAL on Ab (Beta = .139, t value = 2.186, p = .030). Therefore H5 is
partly accepted. The ANOVA results indicate that both the amount of information (p = .020) and the
level of interactivity (p < .01) have a significant, positive main effect on the time spent in the DAL.
H6 is accepted. The interaction effect of both variables on timing is also significant (p = .025), but
only partly in line with our expectations. For the low level of information, the increase of
interactivity leads to a high increase in time spent in the DAL (3.39 min. versus 6.08 min.). In case
of a high level of information, there appeared no the negative effect of the level of interactivity on
the time spent in the DAL (5.29 min. versus 6.22 min.). Instead the results showed that the increase
in time was higher for the low information level compared to the high information level. H7 is partly
accepted.
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DISCUSSION, IMPLICATIONS AND FUTURE RESEARCH
In line with previous studies (Bellman & Varan, 2004; Reading, et al., 2006), a telescopic ad that
offers more information to the consumer and makes interactivity possible, thereby increasing the
time spent with the persuasive content, performed notably better in terms of brand recall and
information did not have an effect on brand recall nor on brand attitudes. However, the level of
interactivity had a positive effect on both brand recall and attitude. The cognitive involvement and
the intrinsic enjoyable experience evoked by the interactivity may explain these results, which are
in line with earlier internet studies (e.g., Sicilia, Ruiz & Munera, 2006). Previous ad complexity
studies found that too much information, graphics or links cause the respondent to feel lost or
overwhelmed, which may lead them to lose focus and interest rapidly. On the other hand, too little
complexity may induce a feeling of boredom. The Cognitive Load Theory states that there are four
possible situations (the combined effects of intrinsic load (amount of information) and extraneous
load (level of interactivity)). This study could partly confirm the expectations based on the CLT. For
a low amount of information, a high level of interactivity leads to more positive results, whereas
when the individual is exposed to a of lot information, the effect of interactivity becomes
insignificant (both for recall and attitude), but not negative as expected. In line with the main effect
of the amount of information on Ab and Brand recall, this interaction effect did not signal an
information overload phenomenon as a combined effect of a high amount of information and a high
level of interactivity. There are two explanations for not finding this effect. First, the traditional
information processing approach found that a consumer “can” experience information overload in
decision making processing, but they “will” not necessary do so (Jacoby, 1984). Maybe in this study
the information overload, and thus the negative advertising results, did not occur because the
individuals did not allow it to happen, and only processed the amount of information that (s)he
desired. Given that, in contradiction to traditional media, the viewer controls the information, this
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effect may even be larger for IDTV formats, given that the consumer can be even more selective in
the exposure to the information that he/she likes. Bezjian-Avery, Calder and Iabucci (1998)
concluded from their study that clicking and interactivity may lead to less intensive processing of
the intrinsic information, and may therefore not lead to limited cognitive ability. A second
explanation can be found on the basis of the study of Danaher and Mullarkey (2003). They found
(in an internet context) that the exposure time to the persuasive information (banner) captured most
of the variance of brand attitude, leading to an insignificant effect of the amount of information.
Investigating the interaction effect of the amount of information and the level of interactivity on the
time spent in the DAL in this study, it was clear that for the high information condition, a high level
of interactivity, leads to the longest average time spent in the DAL, hereby decreasing the likelihood
of the information overload phenomenon to occur. Besides this dependent relation of time spent in
function of the amount of information and the level of interactivity, the time spent in the DAL did
have a positive main influence on the brand attitude, confirming earlier studies. However, the
timing had no impact on the brand recall. This Time spent in the DAL has a mediating role for the
effect of information and interactivity on brand attitude, but not for brand recall. This can be
explained by the fact that both in conditions of short and long exposure time, the amount of minutes
spent was high (minimum 1min 45) compared to other studies (e.g. Bezjian-Avery, Calder, &
Iabucci, 1998). The results lead to implications for advertising professionals. First, the telescopic
ads generate more positive advertising effects compared to the traditional TV ads. Secondly, the
positive effect of interactivity in the DAL is remarkable noticeable on both brand recall and attitude,
and is even more positive when the respondent is exposed to a low amount of information. Next,
given that the amount of information did not have a negative effect in any way, advertisers can
never give enough information to consumers. High amounts of information will increase the time
spent in the DAL, and will therefore even have a positive effect on brand attitude and recall. The
limitations of this study provide some directions for future research. First, our results are only
pertinent when the respondent reacts to the call-for-action, and uses the interactive possibilities.
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Given the experimental setting of this study, little can be said about the more externally valid real-
life click-trough rate of this new advertising format. Secondly, the time that consumer could spend
processing the DAL was unlimited. Restricting the time is called for in further research to more
validly discover an information overload phenomenon (Davis and Davis, 1996). Thirdly, only two
dimensions of the DAL’s complexity were manipulated. Other aspects such as vividness and the
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TABLES AND FIGURES
Figure 1: Interaction effect of amount of information and level of interactivity on brand attitude
Means of Ab Interactivity
4,60
Low
A lot
4,40
4,20
A lot
Few
Information
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Paper Submitted for the Journal of Broadcasting and Electronic Media
Figure 2: Interaction effect of amount of information and level of interactivity on time spent in the
DAL
Means of timing
Interactivity
6,50
Low
6,00 A Lot
5,50
5,00
4,50
4,00
3,50
3,00
A lot
Little
Information
24