Despite the popular use of animated banner ads on websites, extant research on the effects of web animation has generated mixed results. We argue that it is critical to identify feature-level animation characteristics and examine their individual and combined effects on capturing online...

Based on two experimental studies Christine Cowen-Elstner explores the possibilities of influencing the sensory product perception and thereby also the perceived product quality. The results of her studies not only show that this influence is happening but also that the expectation and...