Attention for Open and Closed Advertisements

Ketelaar, P.E.; Gisbergen, M.S. Van; Bosman, J.A.M.; Beentjes, J.W.J.

doi:10.1080/10641734.2008.10505244

Cited by 24 publications

(28 citation statements)

References 17 publications

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“…• • • Attitudes resulting from effortful self-generated conclusions should be more positive than attitudes resulting from less effortful processing of conclusions explicitly provided in a message and more accessible and persistent over time." The theory of implicit conclusions was empirically supported [25], [26] and extended from wider viewpoints such as attention for visual material [27] and missing attributes [28].…”

Section: B Cognitive Hypothesesmentioning

confidence: 77%

Computational Approach to Prediction of Attitude Change Through eWOM Messages Involving Subjective Rank Expressions

Fujimoto¹

2012

JETWI

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Electronic word-of-mouth (eWOM) is an important information source that influences consumer product evaluations. This paper presents a computational model that predicts the potency-magnitude relations of eWOM messages involving subjective rank expressions, which refer to the linguistic representations related to the attitude-levels of the benefits of the product attributes. The amount of required inference for the message receiver to know the attitude-level through the message is quantified as inference quantum by using inference space, which is characterized by two evaluation parameters: evaluation target size and evaluation scale size. The computational model incorporates the idea of inference quantum into the cognitive hypotheses that were developed to account for the potency differences with reference to the expertise levels - experts or novices - of the message receiver of the products. By applying the computational model to simple eWOM messages, the potency-magnitude relations were observed to depend critically on the values of the message receiver’s evaluation parameters. This paper defines three messageclasses, which are also studied in the areas of opinion mining and sentiment analysis, and investigates mathematically how the potency-magnitude relations change based on the values of the evaluation parameters.

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Section: B Cognitive Hypothesesmentioning

confidence: 77%

Computational Approach to Prediction of Attitude Change Through eWOM Messages Involving Subjective Rank Expressions

Fujimoto¹

2012

JETWI

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“…In addition, advertisements that contain metaphors are examples of open advertisements (Ketelaar, Van Gisbergen, Bosman, & Beentjes, 2008), defined as ads that do not guide consumers toward a specific interpretation and require more effort to comprehend than traditional ads.…”

Section: Effect Of Metaphor Figurativeness On Adoption Intentions Toward Inss and Rnssmentioning

confidence: 99%

It’s not what you say, it’s the way you say it! Effective message styles for promoting innovative new services

Bertele¹,

Feiereisen

Storey

et al. 2020

Journal of Business Research

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While innovations are critical to firms' long-term survival, they have a high failure rate. Identifying the factors that encourage consumer adoption of innovations is therefore essential for the successful management of new products and services. While prior research suggests that two message styles (i.e., metaphors and narratives) can help convey the benefits of new services, extant scholarly work has not examined which style increases adoption intentions to a greater extent.Study 1 demonstrates that metaphors enhance adoption intentions more than narratives for incrementally new services (INSs) but not for really new services (RNSs). Study 2 shows that lowfigurativeness metaphors enhance adoption intentions more than high-figurativeness metaphors for INSs but not for RNSs and that consumers' negative cognitive responses underlie this effect. These findings have important implications for theory and practice.

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“…In contrast to “standard advertisements,” creative advertisements encapsulate “distinctiveness” or “difference” (Koslow, 2015) and involve something that is “fresh” and “meaningful” to the audience (Smith et al, 2008). Several terms have been used to describe creative advertisements, that is, mystery (Elsen et al, 2016), indirect (McQuarrie & Phillips, 2005), open (Ketelaar et al, 2008, 2010), and implicit (Radach et al, 2003; van Mulken et al, 2005); creative advertisements also usually present the relationship between the advertisement elements in a creative and indirect manner in contrast to advertisements that show the elements in direct relation to the product being advertised (Higgins et al, 2014; see also Simola et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

The influence of advertising creativity on the effectiveness of commercial and public service advertisements: A dual‐task study

Shen

Wang

Yu³

et al. 2021

Applied Cognitive Psychology

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Summary The present study aimed to examine the influence of advertising creativity on the effectiveness of commercial and noncommercial advertisements in a situation involving attention competitions. Consequently, a dual‐task paradigm in which an additional task of time production was completed while viewing advertisements that were creative or common was used. Both memory performance and self‐rated purchase intent were assessed. The results showed that advertising creativity has an impact on recognition and purchase intent, with greater accuracy and more favorable purchase intent for creative advertisements, and that the interaction between the advertisement type and creativity categories is significant, with the standard, noncommercial advertisements triggering the lowest purchase intent. These findings provide further evidence suggesting that creative advertising is a useful strategy for improving advertising effectiveness. This study also presents a novel finding resembling anchoring effects with regard to the potential difference in perceived effectiveness between commercial and noncommercial advertisements across two levels of advertising creativity.

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Attention for Open and Closed Advertisements

Abstract: Endnote 1 Unfortunately our data did not permit us to calculate fixation durations in early versus late stages of the attention for the ad. Such an analysis would have been a more direct test of the hypothesis that later stages of processing are characterized by longer fixation durations.

Cited by 24 publications

References 17 publications

Computational Approach to Prediction of Attitude Change Through eWOM Messages Involving Subjective Rank Expressions

Computational Approach to Prediction of Attitude Change Through eWOM Messages Involving Subjective Rank Expressions

It’s not what you say, it’s the way you say it! Effective message styles for promoting innovative new services

The influence of advertising creativity on the effectiveness of commercial and public service advertisements: A dual‐task study

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