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David R FORTIN et Ming O WONG Department of Management University of Canterbury, New Zealand

“ Now You See It, Now You Don't: Empirical Findings From An Experiment On The Mere Exposure Effect Of A Web-based Advertisement ”. David R FORTIN et Ming O WONG Department of Management University of Canterbury, New Zealand. About the Authors.

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David R FORTIN et Ming O WONG Department of Management University of Canterbury, New Zealand

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  1. “Now You See It, Now You Don't: Empirical Findings From An Experiment On The Mere Exposure Effect Of A Web-based Advertisement” David R FORTIN et Ming O WONG Department of Management University of Canterbury, New Zealand UC Aug 2000

  2. About the Authors • David is Senior Lecturer at the University of Canterbury, Nouvelle-Zélande and director of the “Web-L@b Consumer Research Project” • Ming Wong is a doctoral student at the University of Canterbury, N-Z www.mang.canterbury.ac.nz/weblab UC Aug 2000

  3. Agenda • Effects of Web Advertising • Conceptual Model • Methodology • Results • Discussion UC Aug 2000

  4. Introduction: Online Ads UC Aug 2000

  5. Advertising Effects • Attitude Measures • Behavioral measures (click-throughs) • Residual Effects UC Aug 2000

  6. Mere Exposure Effects • “Mere repeated exposure of the individual to a stimulus is a sufficient condition for the enhancement of his attitude toward it...” (Zajonc 1968, p.1) UC Aug 2000

  7. Mere Exposure Effects and Advertising • Positive preferences can be generated independently of conscious processing (Shapiro, Machinnis & Heckler 1997; Thjomoe & Olson 1997; Janiszweski 1988, 1990, 1993; Hawkins & Hoch 1992) UC Aug 2000

  8. Mere Exposure Effects and Advertising • Research in a Web context • (Chtourou et Chandon 2000; Drèze et Hussher 1999; Mandel et Jackson 1999) UC Aug 2000

  9. Mere Exposure and Banner Ad: A Conceptual Model Competitive Interference Familiarity - + Mere Exposure Affect + + + Ad Position Vividness UC Aug 2000

  10. Ad/ Brand Familiarity • H1: The positive relationship between mere exposure and affect toward the ad (brand) will become weaker with increasing ad (brand) familiarity. UC Aug 2000

  11. Intensity of Competitive Interference • H2: The positive relationship between mere exposure and affect toward the ad (brand) will become stronger with increasing intensity of competitive interference. UC Aug 2000

  12. Vividness • H3: The positive relationship between mere exposure and affect toward the ad (brand) will become stronger with increasing level of vividness of the ad. (Fortin et Dholakia, 2001 JBR) UC Aug 2000

  13. Ad Position • H4: The positive relationship between mere exposure and affect toward brand name depicted in a web-based ad will become stronger with the proper position of the ad (right to pictorial information or to the left of written or verbal information). • Dax (1836) • Bogen 1969; Iaccino 1993; Springer and Deutsch 1981; Hellige 1993 UC Aug 2000

  14. Methodology • Factorial Design 2 X 3 X 2 • 2 levels of Vividness (lo, hi) • 3 exposure levels (1, 3 ou 5) • 2 levels of Position (correct, incorrect) • 12 experimental conditions UC Aug 2000

  15. Dependent Variables • Non-aided recall • Aided recall • Brand Familiarity • (Aad) 11 items (Batra and Ahtola 1990) • (Abrand) 4 items MacKenzie and Lutz (1989) • Purchase Intent (Pconsid) 3 items Raman (1996) UC Aug 2000

  16. Covariate Variables • Attitude toward web ads (6 items) • Involvement with movies (5 items) adapted from Srinivasan and Ratchford (1991) • Involvement with weight loss (5 items) adapted from Lichtenstein, Netemeyer and Burton (1990) • Web Expertise (1 item) UC Aug 2000

  17. Experimental Approach (continue) • Realistic web site environment • banner ad imbedded in editorial news-type content • Recruiting participants • randomly directed to one of the 19 experimental cells • exposed to multiple pages of text & news • participating in online questionnaire UC Aug 2000

  18. Procedure • Fictitious site about the movie and entertainment industry • Participants recruited by e-mail • assigned randomly to one of 12 conditions • exposed to all pages of the site • directed to a questionnaire post-facto UC Aug 2000

  19. Results • 2 interactions sig VIV x POS et VIV x POS x EXP (disordinal) • no covariate effect UC Aug 2000

  20. Results • 2 interactions sig VIV x POS et VIV x POS x EXP (disordinal) • no covariate effect UC Aug 2000

  21. Results • 2 interactions sig VIV x POS et VIV x POS x EXP (disordinal) • no covariate effect UC Aug 2000

  22. Results • 2 interactions sig EXP x VIV et EXP x POS (disordinal) • 2 covar. Banatt et INVwl UC Aug 2000

  23. Results • 2 interactions sig EXP x VIV et EXP x POS (disordinal) • 2 covar. Banatt et INVwl UC Aug 2000

  24. Results • Flin=3.54, p=.03 (trend analysis) UC Aug 2000

  25. Discussion • H1, H2, H3 partially supported. • Non-aided recall appears to be a function of exposure and vividness • brand familiarity increases with exposure only if the ad position is correct and the message is low in vividness” • Aad declines with exposure except if the message is in the proper position and “low vividness” UC Aug 2000

  26. Discussion • Abrand does not seem to be affected by treatments • Pconsid increases with exposure only when message is “low vividness” UC Aug 2000

  27. Conclusion • “mere exposure” effect seems supported • Ad position within content impacts on brand familiarity and Aad UC Aug 2000

  28. Future Directions • Replication with brief exposures but on a repeated basis with longitudinal tracking (email for example) • Ads with and without textual content UC Aug 2000

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