Experimental studies of display adverts on the internet: the Halo Effect

Adam Sidaway Oliver

Experimental studies of display adverts on the internet: the Halo Effect

Adam Sidaway Oliver

Research output: Thesis › Master's thesis

Abstract

This dissertation reports an investigation into the Halo Effect in relation to adverts displayed on websites, We altered web page elements such as grammar, inconsistent design style and image quality in order to affect user's perceptions of credibility and trustworthiness of the site overall. We found that user's spent more time, clicked more advertisements and returned more frequently to the good quality version of our website. lmportantly, the quality of the site overall appeared to rub off on the adverts in particular. Our second experiment extended the first, and was somewhat successful in both confirming our original results, and in eliciting qualitative data about user's perceptions of the websites.

Original language	English
Qualification	Master of Science by Research (MSc(R))
Awarding Institution	Kingston University
Publication status	Accepted/In press - 15 Apr 2013
Externally published	Yes

Bibliographical note

Department: School of Computing and Information Systems

Physical Location: This item is held in stock at Kingston University library.

Keywords

Computer science and informatics

Cite this

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title = "Experimental studies of display adverts on the internet: the Halo Effect",

abstract = "This dissertation reports an investigation into the Halo Effect in relation to adverts displayed on websites, We altered web page elements such as grammar, inconsistent design style and image quality in order to affect user's perceptions of credibility and trustworthiness of the site overall. We found that user's spent more time, clicked more advertisements and returned more frequently to the good quality version of our website. lmportantly, the quality of the site overall appeared to rub off on the adverts in particular. Our second experiment extended the first, and was somewhat successful in both confirming our original results, and in eliciting qualitative data about user's perceptions of the websites.",

keywords = "Computer science and informatics",

author = "Oliver, \{Adam Sidaway\}",

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day = "15",

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school = "Kingston University",

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T1 - Experimental studies of display adverts on the internet

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N1 - Department: School of Computing and Information Systems Physical Location: This item is held in stock at Kingston University library.

PY - 2013/4/15

Y1 - 2013/4/15

N2 - This dissertation reports an investigation into the Halo Effect in relation to adverts displayed on websites, We altered web page elements such as grammar, inconsistent design style and image quality in order to affect user's perceptions of credibility and trustworthiness of the site overall. We found that user's spent more time, clicked more advertisements and returned more frequently to the good quality version of our website. lmportantly, the quality of the site overall appeared to rub off on the adverts in particular. Our second experiment extended the first, and was somewhat successful in both confirming our original results, and in eliciting qualitative data about user's perceptions of the websites.

AB - This dissertation reports an investigation into the Halo Effect in relation to adverts displayed on websites, We altered web page elements such as grammar, inconsistent design style and image quality in order to affect user's perceptions of credibility and trustworthiness of the site overall. We found that user's spent more time, clicked more advertisements and returned more frequently to the good quality version of our website. lmportantly, the quality of the site overall appeared to rub off on the adverts in particular. Our second experiment extended the first, and was somewhat successful in both confirming our original results, and in eliciting qualitative data about user's perceptions of the websites.

KW - Computer science and informatics

M3 - Master's thesis

ER -

Experimental studies of display adverts on the internet: the Halo Effect

Abstract

Bibliographical note

Keywords

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Cite this