Abstract:
This paper examines the influence of customizing
banner ads to entice higher users' interactivity and
sequentially builds not only positive attitudes toward
the ad and the brand but also positive behavioral
outcomes. It also attempts to introduce a new profiling targeting
parameter based on psychographies for
customizing banner ad based on Internet user's
individual differences according to their personality,
types of goal-directed motives and preferred
information processing strategies. Data was gathered
through an online survey with a sample of 385
respondents. The Covariance Structural Modeling
results supported a positive attitude-ad-brand-behavioral
relationship. Positive attitude towards the ad generates
more positive behavioral outcomes. Contrary to
expectations, the results did not support the proposition
that a positive brand attitude produces more positive
behavioral outcomes. The findings provide evidence to
support the proposition that customization of banner
ads' creative and appeals (in terms of presentation
modality, verbal versus visual presentation and
information-rational versus entertainment-emotional
appeals) based on users' individual differences in need
for cognition, goal-directed motives and preferred
information processing strategies effects positive
attitudes toward the ad and the brand.
