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A Pitfall of Web Advertising Research
Web advertising has been a popular research area in recent years.Specifically, Webrelated research has increasingly dominated many academic domains including
marketing, consumer research, communication, information science, advertising, etc. In advertising
research, the popularity of Web advertising is clearly confirmed. Major academic journals (e.g.,
Journal of Advertising, Journal of Advertising Research) and
conferences (e.g., American Academy of Advertising Conference)
have hosted Web-related research.Numerous studies (e.g., Brackett & Carr, 2001; Cho & Leckenby, 1999; Cho et al.,
2001; Shen, 2002; Sundar et al., 1998) have focused on specific commercial WA formats such as
banners, buttons, pop-ups, hyperlinks, interstitials, and so on. Most of them tried to find how to
make these WA formats more effective in terms of various consumers’ evaluations including
cognition, recall, attitudes, or comprehension of WA messages. Other studies focused on specific
technologies that make the Web distinctly different from other traditional media. Those include
animation (e.g., Kim et al., 2003), three dimensionality (e.g., Lee et al., 2003; Li et al., 2002),
navigation flow (e.g., Chatterjee, 1998; Hoffman & Novak, 1996), and interactivity (e.g., Cho
& Leckenby, 1999; McMillan & Hwang, 2002).Nevertheless, the body of WA literature has been heavily skewed toward studies pursuing
managerial implications without thorough consideration and holistic understanding of consumers’
perspectives. In fact, the majority of literature focuses on the effectiveness of Web advertising.
In the same vein, this effectiveness-oriented research has limited its research scope within a
relatively narrow boundary focusing almost exclusively on traditional WA formats such as banners
and pop-ups.
