Im, Hyunjoo; Ju, Hae Won; Johnson, Kim K.P. - In: Journal of Research in Interactive Marketing 15 (2021) 4, pp. 804-821
Purpose: Little research has been done to understand how individual elements (e.g. advertisements) within a webpage are processed and evaluated when visual complexity is increased. Thus, this study aimed to investigate how consumers allocate attention and evaluate products and advertisements on...