Cross-advertisement affectivity: The influence of similarity between commercials and processing modes of consumers on advertising processing

Poncin, Ingrid; Pieters, Rik; Ambaye, Michele

doi:10.1016/j.jbusres.2006.01.012

Cited by 11 publications

(5 citation statements)

References 26 publications

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“…Assimilation and contrast effects in information and aesthetic design Assimilation-contrast theory (Sherif et al, 1958;Sherif and Hovland, 1961) states that contextual information can influence people's judgment and decision-making. When the contextual information provided in the stimuli is similar or relevant to the target to be evaluated, an assimilation effect is likely, but when the contextual information is dissimilar or irrelevant to the target, a contrast effect might be evoked (Meyers-Levy and Sternthal, 1993;Poncin et al, 2006;Shen et al, 2010). For example, Meyers-Levy and Sternthal (1993) found that when two brands from different product categories share little similarity in features, the contrast effect occurs; otherwise, the assimilation effect is present.…”

Section: Vividness and Consumers' Attitudes And Decision-makingmentioning

confidence: 99%

Effects of vividness, information and aesthetic design on the appeal of pay-per-click ads

Zhu

Wang²,

Wei³

et al. 2023

JRIM

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PurposeFew studies illustrate how contextual effects (e.g. assimilation and contrast) in pay-per-click ad design may impact consumers' attitudes and purchase intention. To fill this research gap, the authors provide theoretical predictions and empirical evidence on how ad design may prompt an assimilation and/or a contrast effect that may influence consumers' attitudes toward the ad and the brand and purchase intention. They also investigate whether the impact of contextual effects on consumers' decisions depends on the level of vividness in the ad.Design/methodology/approachA 2 (vividness: dynamic motion vs. static page) × 2 (information design: assimilation vs. contrast) × 2 (aesthetic design: assimilation vs. contrast) between-subjects experimental design is used to examine the effects of vividness, information design and aesthetic design. Conditional process analysis is used to assess the mediating role of attitudes toward the ad and the brand in the relationship between contextual effects and purchase intention.FindingsFor dynamic ads (i.e. high vividness) but not for static ads (i.e. low vividness), combined information contrast and aesthetic contrast designs generate a more favorable attitude toward the brand and a higher purchase intention than do combined information assimilation and aesthetic assimilation designs. Notably, combined information contrast and aesthetic contrast designs have the strongest effects than any other combination of assimilation and contrast designs of information and aesthetics. Attitudes toward the ad and the brand are significant mediators between contextual factors and intention to purchase.Research limitations/implicationsThe study examines the effectiveness of online ads from a new theoretical angle based on the attributes of pay-per-click ads.Practical implicationsThe results suggest that when advertisers decide to use dynamic ads, they should adopt a contrast design for both the ad information and its aesthetics.Originality/valueThis study fills a research gap in the contextual effects literature, including providing evidence of an underlying process in the relationship between certain contextual effects and purchase intent. It also extends previous findings of assimilation/contrast in information design to aesthetics design and advances the literature on vividness by examining a moderation effect of vividness.

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Section: Vividness and Consumers' Attitudes And Decision-makingmentioning

confidence: 99%

Effects of vividness, information and aesthetic design on the appeal of pay-per-click ads

Zhu

Wang²,

Wei³

et al. 2023

JRIM

View full text Add to dashboard Cite

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“…In the field of communication too, similarity is considered to be a key variable in competition between brands. The study by Poncin et al (2006) based on the theory of assimilation-contrast shows that advertisements placed in the same advertising screen are all the more competitive because they are perceived as similar. This proves that positive reactions associated with both the pleasure dimension and the excitement dimension are influenced by the emotional reactions triggered by the previous advertisement in the case of dissimilar ads.…”

Section: Similarity As the Basis For Analyses Of Markets And Competitionmentioning

confidence: 99%

Similarity in marketing: Scope, measurement, and fields of application

Bèzes

Mercanti‐Guérin

2016

Recherche et Applications en Marketing (English Edition)

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The concept of similarity is central to marketing research. Its fields of application are very varied. Yet this concept, which is more complex than it seems, is still poorly understood. It must be distinguished from other closely related concepts such as similitude, difference, fit and congruence. This paper shows that the type of similarity used (literal or relational) has different effects on consumers' cognitive processes. This can dramatically alter the results of an experiment. The same applies to the type of measurement used.

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“…Research examines the influence of stimulus context for humorous commercials in print, radio, and television (Benson & Perry, 2006;Coulter & Punj, 1999;De Pelsmacker, Geuens, & Anckaert, 2002) and reveals that humorous programs incite a positive mood, which increases the affect and intensity of perceived humor in the advertisement. Adjacent commercials can also affect the response to a particular advertisement (Poncin, Pieters, & Ambaye, 2006). Television and other video/audio formats are ideal for humorous advertising by enabling the use of more executional tools (Gulas & Weinberger, 2006).…”

Section: Contextmentioning

confidence: 99%