Online Display Advertising: The Influence of Web Site Type on Advertising Effectiveness

Auschaitrakul, Sumitra; Mukherjee, Ashesh

doi:10.1002/mar.21000

Cited by 20 publications

(20 citation statements)

References 42 publications

(81 reference statements)

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“…We also included measures of alternative mediating processes of perceived fluency and apprehension. We used a common fluency measure used in previous research, “How easy is each image to process” (1 = difficult to process , 7 = easy to process ; Auschaitrakul & Mukherjee, 2017; Han, Sohn, & Yoo, 2015; Kramer & Min Kim, 2007; Lee & Aaker, 2004; Lin & Shen, 2012; Mollen, Holland, Ruiter, Rimal, & Kok, 2016; Mrkva, Travers, & Van Boven, 2018; Yoon, Sarial-Abi, & Gürhan-Canli, 2012). 4 We measured apprehension by asking, “To what extent does each image make you feel uneasy?” (1 = not at all , 5 = extremely ; Makros & McCabe, 2003; McNair, Lorr, & Droppleman, 1971; Norman, Windell, Lynch, & Manchanda, 2011; Thompson, Sebastianelli, & Murray, 2009).…”

Section: Methodsmentioning

confidence: 99%

Salience theory of mere exposure: Relative exposure increases liking, extremity, and emotional intensity.

Mrkva¹,

Boven²

2020

Journal of Personality and Social Psychology

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We propose and support a salience explanation of exposure effects. We suggest that repeated exposure to stimuli influences evaluations by increasing salience, the relative quality of standing out from other competing stimuli. In Experiments 1 and 2, we manipulated exposure, presenting some stimuli 9 times and other stimuli 3 times, 1 time, or 0 times, as in previous mere exposure research. Exposure increased liking, replicating previous research (Zajonc, 1968), and increased salience, made evaluations more extreme, and made stimuli more emotionally intense. Across experiments, results of multiple mediation models and a causal chain of experiments supported the idea that salience explains these exposure effects. Fluency and apprehension, 2 constructs that have been invoked to explain mere exposure, accounted for less of these effects according to the mediation models and the chain of experiments. We next manipulated relative exposure and absolute exposure orthogonally, finding that relative exposure increases liking more than absolute exposure. Stimuli presented 9 times were liked more when other stimuli in the context were presented less than 9 times than when the other stimuli were presented more than 9 times (Experiment 4). Whereas absolute exposure had no significant effect in Experiment 4, relative exposure increased liking, extremity, and emotional intensity. In Experiment 5, a direct manipulation of salience increased liking, evaluative extremity, and emotional intensity. These results suggest that salience partially explains effects previously attributed to absolute “mere” exposure.

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Section: Methodsmentioning

confidence: 99%

Salience theory of mere exposure: Relative exposure increases liking, extremity, and emotional intensity.

Mrkva¹,

Boven²

2020

Journal of Personality and Social Psychology

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“…The positive effect of fluency can also be demonstrated in the placement of marketing communication. For instance, the same online display advertisement is more effective when it is placed on a commercial website than on social media, as consumers perceive advertising placement on commercial websites to be more fitting and feel a higher level of processing fluency (Auschaitrakul & Mukherjee, 2017). Taken together, the metacognitive experience of processing ease or fluency has a profound effect on consumers' evaluative judgment.…”

Section: Review Of Relevant Literature and Hypothesis Developmentmentioning

confidence: 99%

Revisiting (dis)fluency: Metacognitive difficulty as a novelty cue that evokes feeling‐of‐interest

Sung

Vanman

Hartley

2022

Psychology and Marketing

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Contrary to conventional belief and the existing literature, recent research has shown that difficult-to-read fonts on marketing communications may evoke perceptual disfluency and enhance consumer evaluation toward unique, complex, or security-related products.However, no research has examined the psychological mechanism that underlies the positive effects of perceptual disfluency. The current research presents five experiments to address this study gap. Specifically, Studies 1 and 2 provide empirical evidence that perceptual disfluency may lead to perceived novelty and in turn evoke the feeling-ofinterest, perceived innovativeness, and intention to try a product. Studies 3 and 4 replicate these findings and show that such an indirect effect of perceptual disfluency is mitigated by the presence of salient novelty cues and prior product knowledge, providing further support for the hypothesized disfluency-novelty-interest relationship. Study 5 extended these findings by showing that digital ad banners with disfluent text may enhance click-throughs in a natural viewing task of a news website. The current findings empirically demonstrate a mechanism that not only underlies the positive effects of perceptual disfluency but also aligns with the fluency-familiarity-liking relationship found in the existing literature.

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“…Following previous studies (Auschaitrakul and Mukherjee, 2017), our research proposes that each platform and its associated features act as contextual factors influencing consumers’ perceptions of, and intentions toward, the ads presented during navigation. In other words, social media may affect advertising persuasiveness because the navigating experience (i.e.…”

Section: Literature Reviewmentioning

confidence: 99%

Instagram Stories versus Facebook Wall: an advertising effectiveness analysis

Belanche

Cenjor

Pérez-Rueda

2019

SJME

118

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Purpose This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen depending on the target audience of the campaign. Design/methodology/approach The study examines advertising effectiveness in these social media in terms of ad attitude, ad intrusiveness and loyalty intentions. An online survey was conducted with 303 social media users. Age and gender are proposed as moderators. Findings The results indicate that Instagram Stories not only enhances consumer attitude toward ads but also increases perceived intrusiveness, compared to Facebook Wall. Millennials are more disturbed by Facebook Wall ads than non-millennial users. A triple interaction effect reveals that non-millennial men are more loyal toward Facebook Wall ads, whereas millennials of both genders and non-millennial women are more loyal to ads on Instagram Stories. Practical implications Advertisers should be aware of the differential features and segmentation possibilities in social media to better address their target audiences. More precisely, the research findings suggest that professionals should focus on Instagram Stories when targeting millennials and non-millennial women, and on Facebook Wall when targeting non-millennial men. Originality/value This study is one of the first to contribute to the literature on Instagram Stories as an advertising platform and compare its differential features with those of more established social media, such as Facebook Wall.

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Online Display Advertising: The Influence of Web Site Type on Advertising Effectiveness

Cited by 20 publications

References 42 publications

Salience theory of mere exposure: Relative exposure increases liking, extremity, and emotional intensity.

Salience theory of mere exposure: Relative exposure increases liking, extremity, and emotional intensity.

Revisiting (dis)fluency: Metacognitive difficulty as a novelty cue that evokes feeling‐of‐interest

Instagram Stories versus Facebook Wall: an advertising effectiveness analysis

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