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Showing 1 to 2 of 2 for “"Purchase motivation"”.
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Pre-purchase search vs. web surfing: effects of internet motives and ad relevance on psychological processing of online ads
… on the effects of two Internet motives - prepurchase search vs. Web-surfing on responses to banner ads. Pre-purchase searchers paid more attention to and had greater memory for online ads than Web-surfers. An interaction was found between user motive and ad-motive relevance. For ads that …