ABSTRACT
This chapter reviews the research on Internet advertising and its influence on consumer emotion, cognition and behavior. The importance of online trust as a critical precursor to attitude and/or behaviour change as a function of online advertising, ample attention should be devoted to cues that fit the salient regulatory focus of the targeted audience. The research attests to the dominance of heuristic as opposed to systematic types of online processing. The research suggests several instances of processes that were responsible for online persuasion and that occur outside the consumer's awareness. The possible exception of the findings about reactance and online stereotyping, the other findings mainly capture effects that advertisers might anticipate, intend and indeed capitalize on. Decision support systems refer major importance for gaining a thorough understanding of how the Internet shapes consumer preferences and choice.
