Modified ELM
2) in low involvement situations, people have low motivations to process advertising messages
- low personal relevance and low product involvement ---> low need for cognition ---> focus on favorability of peripheral cues ---> click banners
- H2a: In low involvement situations, people are more likely to click a banner ad when it has larger size than average banner ads.
- H2b: In low involvement situations, people are more likely to click a banner ad when it has dynamic animation than when it has no dynamic animation.
- H2c and H2d: In high-involvement situations, the size of banner ads and dynamic animation make no difference in clicking of banner ads