Oliver, Adam Sidaway (2013) Experimental studies of display adverts on the internet: the Halo Effect. (MSc(R) thesis), Kingston University, .

Abstract

This dissertation reports an investigation into the Halo Effect in relation to adverts displayed on websites, We altered web page elements such as grammar, inconsistent design style and image quality in order to affect user's perceptions of credibility and trustworthiness of the site overall. We found that user's spent more time, clicked more advertisements and returned more frequently to the good quality version of our website. lmportantly, the quality of the site overall appeared to rub off on the adverts in particular. Our second experiment extended the first, and was somewhat successful in both confirming our original results, and in eliciting qualitative data about user’s perceptions of the websites.

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