What’s Up?
研究在线广告的垂直位置和格式对注意力、回忆和品牌态度的影响，发现页面下方广告更吸引注意，但注意与品牌态度负相关，广告格式也有显著作用。
<h3>ABSTRACT</h3> This research examines the effect of the vertical positioning and format of online advertising on attention, aided recall, and brand attitude. Prior research (Previc, 1990) suggests greater attention for stimuli in the lower visual field (LVF) than in the upper visual field (UVF). The results of this online study indicate that (1) lower page placement significantly increases ad attention, supporting prior LVF/UVF research; (2) there is an inverse relationship between ad attention and brand attitude (in this study9s online environment), supporting mere exposure theory; and (3) online ad format (rectangle ad or leaderboard) has a significant direct effect on attention, aided recall, and brand attitude, attributed to object salience/familiarity. Management implications are discussed.