The Effect of Repeated Ad Exposure and Physical Avoidance on Consumers’ Mobile Ad Response

Opt-in mobile advertisement platform services are increasingly popular. In this paper, we explore how repeated ad exposure and physical avoidance influence consumers’ responses to mobile ads. Using a unique panel-level data of 1,193,131 million users from Cash Slide, a Korean mobile advertising platform, we find that 1) repeated ad exposure and physical avoidance has a negative impact on a consumer’s response to mobile ads; 2) information richness in a mobile ad has a negative impact on mobile users’ response to ads; 3) the negative effect of a user’s repeated exposures to a mobile ad and physical avoidance increases in magnitude when the advertisement involves a context of higher information richness. Our finding bridges the gap in the extant literatures by examining the impact of repeated ad exposure and avoidance on consumers’ mobile ad response. Moreover, we provide practical implications to advertisers on the mobile platform

Does location congruence matter? : A field study on the effects of location-based advertising on perceived ad intrusiveness, relevance & value

We investigate the effect of location-congruent mobile messages on perceived intrusiveness, value, and relevance through a field experiment using the Experience Sampling Method (ESM). We developed a mobile application for undergraduate students, featuring campus news and information concerning class schedules. This application also included daily ads for the University restaurant, which were either location-(semi)congruent or location-incongruent. Immediately after viewing the ads the app presented a short questionnaire to the participants for a period of four weeks, thereby measuring their perceived intrusiveness, relevance and value of these ads. During these four weeks daily ads were sent to 40 students, resulting in 107 responses from 23 participants. The results show that our participants perceived location-(semi)congruent ads as significantly more valuable and relevant, whereas no significant results were found for perceived intrusiveness. By investigating LBA in a field-study based on ESM utilizing participants’ own smartphone devices this study corroborates the presumed effects of location-(semi)congruency on marketing relevant ad perceptions.</p

Towards a Video Consumer Leaning Spectrum: A Medium-Centric Approach

Purpose: As TV and digital video converge, there is a need to compare advertising effectiveness, advertising receptivity, and video consumption drivers in this new context. Considering the emerging viewing practices and underlying theories, this study examines the feasibility of the traditional notion of differentiating between lean-back (LB) and lean-forward (LF) media, and proposes a revised approach of addressing video consumption processes and associated advertising effectiveness implications. Methodology: An extensive, systematic literature review examines a total of 715 sources regarding current lean-back/lean-forward media research and alternative approaches as by (1) basic terminologies, (2) limitations of lean-back/lean-forward situations, (3) advertising effectiveness implications, (4) video-specific approaches. Findings/Contribution: Key differences between lean-back and lean-forward video consumption are presented. A conceptual integration of video ad receptivity/effectiveness drivers is proposed to guide future media and marketing research and practice. Video consumption today is no longer lean-back or lean-forward, but a “leaning spectrum” with two dimensions: leaning direction and leaning degree. Designing video content today requires focusing on consumption drivers and platform synergies for owning the “leaning spectrum”

The Evolving Brand-Consumer Relationship - The Impact of Business Cycles, Digital Platforms, and New Advertising Technologies

Unprecedented technological progress and pronounced business cycles were the defining factors of the past two decades and disrupted consumers’ everyday lives as well as brands’ established modus operandi. For example, the severe global financial crisis and the subsequent European debt crisis forced many consumers to tighten their belts and change what, where, and how they shop. As a consequence, long established relationships with brands were put to the test as consumers adopted and habituated new shopping behaviors that not only shaped their purchases during the recessions but even beyond (Lamey 2014; Lamey et al. 2007). On the technological side, digital platforms such as AirBnb and Uber unhinged entire industries (Eckhardt et al. 2019; Parker, Van Alstyne, and Choudary 2016). At the same time, digital platforms have allowed brands to be consumers’ constant companions in various areas of their life such as money management, personal health, exercising, nutrition, and more (Ramaswamy and Ozcan 2016, 2018). Technological progress has also produced ever more sophisticated advertising tools that allow brands to target consumers with pinpoint accuracy and allow any brand irrespective of its advertising budget to address their specific (niche) target consumers using highly engaging ad formats such as online video advertising (Anderson 2006; Bergemann and Bonatti 2011; Van Laer et al. 2014). Evidently, these fundamental forces—business cycles, digital platforms, and new advertising technologies—have substantially affected consumers, brands, and their relationship. In three essays, my co-authors and I show empirically, experimentally, and conceptually how brands and consumers have reacted and adjusted to these changes and how their relationship thus evolved. In the first essay, we find that while business cycles put established consumer-brand relationships to the test, brands remain important to consumers even in recessions. They adjust their shopping strategies to allow themselves to keep consuming branded products, for example by switching to cheaper outlets or buying on promotion. The second essay shows that digital platforms are a powerful tool that allows brands to create and orchestrate superior value for consumers and thus become increasingly influential in their daily lives. We discuss how this development profoundly elevates the brand-consumer relationship. The third essay, presents insights into skippable ads, an advertising format specific to digital channels. It transforms consumers’ traditional role in the advertising context from a captive audience to an empowered one that is granted the option to skip ads. My results show that, counter-intuitively, this is not only perceived positively by consumers but may disrupt their advertising viewing experience. Thus, I present strategies for advertisers that mitigate the adverse effects of skippable ads and improve branding

Analyzing the senior consumers’ attitude toward advertising: traditional and new media

Senior consumers have received limited attention from researchers and practitioners. Therefore, advertising managers become reliant on limited research and standing stereotypes to set their strategies. At the same time, more and more people start spending more time in later adulthood than in any other traditional marketing life stage. These senior consumers are healthier and wealthier than their ancestors were at their age. This reality is not exclusive to western countries, in fact in a few years this aging of the population will take over many of the current stars of economic growth: Places like China and South Korea also face serious population aging. This dissertation focuses on the perceptions of seniors about ads presented on the new media. Two studies were conducted to explore the way senior consumers perceive ads presented on TV (traditional media) and YouTube (new media), the first study was a experiment conducted in a senior university which gathered 107 observations, and the second a focus group interview. Firstly, it was discovered that seniors seem to be more efficient at avoiding ads on TV than on YouTube; secondly it was found that due to the different ways and purposes seniors use TV and YouTube for, ads presented on YouTube may cause more irritation than on TV; thirdly it was learnt that skepticism toward advertising messages may be higher for ads presented on YouTube than on TV; finally, it was also discovered that for seniors, attitude toward advertising does not seem to vary across different media.Os consumidores seniores têm recebido pouca atenção por parte de investigadores e gestores de publicidade. Este facto leva a que os gestores a desenharem estratégias tendo por base um número limitado de estudos e estereótipos. Por outro lado, um número cada vez maior de pessoas vive mais tempo no fim da fase adulta da sua vida. Os consumidores seniores da atualidade são mais saudáveis e mais abastados do que os seus antepassados eram com a mesma idade. Esta realidade não é exclusiva do mundo ocidental, em poucos anos o envelhecimento da população irá afetar as atuais estrelas do crescimento económico: lugares como a China e a Coreia do Sul também enfrentam um grave envelhecimento da população. Esta dissertação foca-se nas perceções dos seniores acerca de publicidade apresentada nos novos meios de comunicação social. Dois estudos foram efetuados para determinar a maneira como os consumidores seniores percecionam anúncios apresentados na TV e no YouTube; o primeiro estudo foi um experimento efetuado numa universidade sénior que resultou em 107 observações, e o segundo um focus group interview. Quatro descobertas foram feitas: primeiro, descobriu-se que os seniores tendem a ser mais eficientes a evitar anúncios na TV do que no YouTube; segundo, descobriu-se que os anúncios apresentados no YouTube poderão ser mais irritantes para os seniores do que os apresentados na TV; terceiro, descobriu-se que o ceticismo em relação às mensagens publicitárias pode ser maior para anúncios apresentados no YouTube do que na TV; e, finalmente, descobriu-se que para os seniores a atitude em relação à publicidade não varia para diferentes media

Measures of implicit cognition for marketing research

Automatic, unconscious processes largely influence human decision-making. However, quantitative market research focuses on eliciting conscious responses. This foregoes the opportunity to investigate - and steer - preceding cognitive processes of decision-making. Three implicit cognitions are of special relevance along consumers' journey: Implicit attention introduces the first perception of a stimulus. Implicit associations can cause attitude and preference formation. Finally, approach tendencies can induce impulse buying. This paper provides a broad methodological overview of these implicit cognition measures to guide future researchers' marketing applications. It presents the methods' theoretical foundations, outlines how they can overcome explicit measures' limitations, and sketches their potential for marketing applications. In addition, the authors describe important research paradigms, alternative experimental setups, and data analyses steps to enable researchers to use implicit measurement tools. The measurement instruments are implemented in a non-profit software (AskYourBrain) and tested in an illustrative study. Key findings are summarized and marketing application suggestions made

Tackling food marketing to children in a digital world: trans-disciplinary perspectives. Children’s rights, evidence of impact, methodological challenges, regulatory options and policy implications for the WHO European Region

There is unequivocal evidence that childhood obesity is influenced by marketing of foods and non-alcoholic beverages high in saturated fat, salt and/or free sugars (HFSS), and a core recommendation of the WHO Commission on Ending Childhood Obesity is to reduce children’s exposure to all such marketing. As a result, WHO has called on Member States to introduce restrictions on marketing of HFSS foods to children, covering all media, including digital, and to close any regulatory loopholes. This publication provides up-to-date information on the marketing of foods and non-alcoholic beverages to children and the changes that have occurred in recent years, focusing in particular on the major shift to digital marketing. It examines trends in media use among children, marketing methods in the new digital media landscape and children’s engagement with such marketing. It also considers the impact on children and their ability to counter marketing as well as the implications for children’s rights and digital privacy. Finally the report discusses the policy implications and some of the recent policy action by WHO European Member States

To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising

The rapid spread of ad blockers potentially threatens the sustainability of the hitherto dominant business model of ad-supported websites, in which users get web content free in return for allowing themselves to be exposed to advertising. Focusing on the users’ perspective, this study proposes that (a) adoption of ad blockers is positively influenced by the level of knowledge of their advantageous features; (b) the decision to continue using ad blockers is negatively affected by attitude toward online advertising; and (c) this attitude is positively shaped by perceptions of online advertising's pleasure, credibility, and economic benefits, as well as negatively shaped by perceptions of online advertising's intrusiveness and clutter. We tested these relationships in a survey study among the members of an online panel supported by the Spanish advertising industry, and all the relationships were confirmed within a structural equation model. Our findings provide some implications for online advertising stakeholders. Web publishers and online advertisers may expect that, in the coming years, ad blockers will continue to spread rapidly as a consequence of the extension of their knowledge among Internet users. These stakeholders are thus advised to focus on improving Internet users’ experiences with online advertising by reducing those ad characteristics that provoke negative reactions and by strengthening those that are positively evaluated

Is digital advertising effective under conditions of low attention? : the impact of low attention processing on consumer brand consideration and choice : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Philosophy in Marketing at Massey University, Palmerston North, New Zealand

A crucial task for digital advertising is to influence choice despite consumers' lack of attention. Although lack of attention can reduce advertising effectiveness, recent research suggests that incidental exposure to ads while accessing digital content can lead to some outcome for the exposed ads. This evidence prompts four critical questions: (1) is digital advertising effective if processed at low attention; (2) can low attention processing increase brand consideration and choice; (3) what specific brand/product characteristics embedded in the ads are likely to influence the effect; and (4) what measures are appropriate to capture the low attention effects. To address the questions, three experimental studies (n = 1,423) were conducted in laboratory and online settings. The research manipulates two conditions for low attention processing, namely divided attention and incidental attention. The results show that, at least in the Twitter environment, advertising is effective even under conditions of low attention. Although focused attention still drives the greatest impact, low attention significantly increases the likelihood of target brands being included in the brand consideration and selected as preferred brand choice more than ‘no exposure’. The low attention effects were obtained without subsequent correct respondent recognition. This shows that brand consideration and choice measures were capable of capturing the low attention effects that the recognition measure failed to do. However, the results for source factors – factors that can moderate the effect of stimuli on the outcome – are more nuanced. Brand familiarity, utilitarian/hedonic products, rational/emotional appeals, and (mis)matching between appeals and brands affect the results in some unexpected ways when they interact with low attention. The thesis makes substantive contributions to the application of attention theory in advertising research, testing methodology for ads that are not actively processed, and design of advertising that can work at low attention. The findings are particularly relevant to address current phenomena such as multitasking, multiscreening, and ad avoidance behaviour. Unless advertisers understand how to make advertising work at low attention, the practice of bombarding consumers with attention-grabbing ads will continue to rise, and ad avoidance will accelerate, which in turn, will put advertising at a greater risk of being wasted