Both the fake application window banner and the fake navigation banner aroused negative feelings among the users and developed a less favorable attitude toward the ad itself and the connected web site.

• 仿表单形式的广告造成浏览者对网页内容期待的落差，因失谐未得解困而生成负面情绪，降低他们对于广告本身以及对广告所连结网站的喜好程度。