Interaction Involvement Theory (Shedletsky & Aitken, 2004) discusses the correlation between a user’s involvement with something and their recall of it at a later date.
Studies were done to measure the effectiveness of new media technologies online. In particular, Interaction Involvement Theory suggests that websites and advertisements with increased interactive elements have a greater chance of being remembered by a viewer. Such a theory would therefore have a fair impact on the internet’s use as a branding tool. Psychology studies have recognised that "motivation is an internal state or condition (sometimes described as a need, desire, or want) that serves to activate or energize behavior and give it direction" (Huitt, 2001).
Motivation studies are important to advertising, but in particular for online advertising as they can help advertiser understand what motivates consumers which in turn assists them to motivate consumers to notice their brand.
Huitt, W. (2001). Motivation to learn: An overview. Educational Psychology Interactive. Valdosta, GA: Valdosta State University. Retrieved [date], from http://chiron.valdosta.edu/whuitt/col/motivation/motivate.html
Shedletsky, Leonard & Aitken, Joan. (2004) Communication on the Internet, Boston, USA : Pearson Education, ISBN 0205360319
Stephanie Hulett 19:41, 27 Oct 2005 (EST)
