Online advertising expenditures now surpass those allocated to some traditional media such as billboards. Despite this, little is know regarding how advertising works in the online environment. This book, written by two leading PhD researchers in the field, is the first study of how advertising frequency and variation impact consumer attitudes online. In addition, this book employs a pioneering method that uses real web advertisements for real brands in a systematic investigation. The results of this book prove that traditional advertising theories and practices developed for offline media require adaptation to be used successfully online. Advertisers and researchers will find this book must reading as the web advertising medium continues to grow.

To Vary or Not? the Effects of Ad Variation on the Web

Business & Money

Sundar, S. Shyam

Lee, Sang Yeal

Marketing & Sales

Cambria Press

The Handbook of the Psychology of Communication Technology offers an unparalleled source for seminal and cutting-edge research on the psychological aspects of communicating with and via emergent media technologies, with leading scholars providing insights that advance our knowledge on human-technology interactions. • A uniquely focused review of extensive research on technology and digital media from a psychological perspective • Authoritative chapters by leading scholars studying psychological aspects of communication technologies • Covers all forms of media from Smartphones to Robotics, from Social Media to Virtual Reality • Explores the psychology behind our use and abuse of modern communication technologies • New theories and empirical findings about ways in which our lives are transformed by digital media

The Handbook of the Psychology of Communication Technology (Handbooks in Communication and Media)

Computers & Technology

Wiley/Blackwell

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Books by Sundar, S. Shyam