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100			_aSeema Singh
245			_aUnboxing the Black Box: Demystifying the Impact of Consumers’ Psychological Motivations on Their Perception of Online Advertising
300			_ap374-385
520			_aIn a quest to reap the potential of the internet as an advertising media, marketers are increasing the share of online advertising in their promotion mix. But very less is known about factors impacting the consumers’ perception of online advertising. Psychological factors play an important role in developing the consumers perception, the present study extends the concept in the domain of online advertising. For this, the present study has developed a hypothesized model containing two layers. Layer one consists of a conceptual framework based on the literature review and second layer comprised of testing the relationships between consumers psychological motivations and their perception of online advertising. For the purpose, information, convenience, entertainment and social interaction are considered as psychological motivations of using the internet. The consumers’ perception of online advertising has been measured in terms of information value, entertainment value, trustworthiness, offensiveness and incentives. A purposive survey was conducted in Delhi NCR and the data was analysed using SEM in SAS Proc Calis (9). The findings suggest that psychological motivations of using the internet significantly impact the consumers’ perception of online advertising.
654			_aOnline Advertising _aPsychology _aConsumers _aPreception _auses and gratification theory _aAdvertising
700			_aSarika Ahlluwalia
773	0		_080316 _9110092 _dNew Delhi Sage Publications _oJP351 _tVision: The Journal of Business Perspectives _x0972-2629
942			_cJA
942			_2ddc
999			_c130248 _d130248