Analysis of Contextual Effects of Advertising Banners

Sebastian Schöber, Harald Kindermann

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review


In the light of the fact that advertising contacts can be affected by the surrounding contents, this paper focuses on answering the question to what extent the mood, triggered by an online news article in which a banner is placed, influences the brand decision. It seems that, the content of an article will not impact the effect of the banner and thus on brand decisions. A conducted experiment revealed that neither negative, neutral nor positive articles had a significant impact on the brand decision. Due to the exploratory approach of the study and the fact that similar publications show different results, more research is needed to clarify the discrepancy.

Original languageEnglish
Title of host publicationInformation Systems and Neuroscience - NeuroIS Retreat 2020
EditorsFred D. Davis, René Riedl, Jan vom Brocke, Pierre-Majorique Léger, Adriane B. Randolph, Thomas Fischer
Number of pages6
ISBN (Print)9783030600723
Publication statusPublished - 2020
EventVirtual conference NeuroIS Retreat, 2020 - Vienna, Austria
Duration: 2 Jun 20204 Jun 2020

Publication series

NameLecture Notes in Information Systems and Organisation
ISSN (Print)2195-4968
ISSN (Electronic)2195-4976


ConferenceVirtual conference NeuroIS Retreat, 2020


  • Banner advertising
  • Brand decision
  • Mood
  • Online news article


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