REFERENCES
- Bhat , S. , Bevans , M. , and Sengupta , S. ( 2002 ). Measuring users' web activity to evaluate and enhance advertising effectiveness . Journal of Advertising , 31 ( 3 ), 97 – 106 .
- Briggs , R. and Hollis , N. ( 1997 ). Advertising on the web: Is there response before click-through? Journal of Advertising Research , 37 ( 2 ), 33 – 45 .
- Bucklin , R. E. and Sismeiro , C. ( 2003 ). A model of web site browsing behavior estimated on clickstream data . Journal of Marketing Research , 40 ( 3 ), 249 – 267 .
- Danaher , P. and Mullarky , G. ( 2003 ). Factors affecting online advertising recall: A study of students . Journal of Advertising Research , 43 ( 3 ), 252 – 267 .
- Danaher , P. , Mullarky , G. , and Essegaier , S. ( 2006 ). Factors affecting web site visit duration: A cross-domain analysis . Journal of Marketing Research , 43 ( 2 ), 182 – 194 .
- Dreze , X. and Zufryden , F. ( 1997 ). Testing web site design and promotional content . Journal of Advertising Research , 37 ( 2 ), 77 – 91 .
- Hitwise ( 2005–2006 ). New York , NY . Retrieved March 28–June 25, 2006, from http://www.hitwise.com
- Johnson , E. , Bellman , S. , and Lohse , G. ( 2003 ). Cognitive lock-in and the power law of practice . Journal of Marketing , 67 ( 2 ), 62 – 75 .