Abstract
There has been some debate among advertisers concerning the practicality, necessity, and effectiveness of using multimedia on Internet Web sites. Most companies have been slow to use multimedia features on their site, and it seemed worthwhile to test whether this behavior is warranted by testing the impact of multimedia ads on a commercial Web site. In particular, this study attempted to test whether browsers' responses to multimedia like audio/video testimonial ads on a commercial Web site would significantly differ from their responses to either a commercial Web site with text/picture testimonials or a commercial Web site with no testimonials. The findings indicated that Internet browsers were more likely to believe a site was targeting them, rate a site more favorably, and rate the product more favorably when the site contained audio / video testimonials than they were when the site contained either text/ picture testimonials or no testimonials. Vividness effects of media modality and the availability-valence theoretical framework are discussed. (Key Words: vividness effects, modality, availablility-valence, multimedia, online shopping)
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