| As more and more health-related information and persuasion moves to the World Wide Web, researchers need to reopen classic questions about persuasion effectiveness and intervening processes. This study presented health-related products in either story or statistical information formats, and on either a commercial (dot com) or neutral (dot org) web site. Story presentations produced greater involvement, attention, liking of the ad and brand recall; statistical presentation produces greater credibility of ad. In addition, neutral sites produced greater website evaluation. Theoretical and practical implications are discussed. |
