Featured Research

from universities, journals, and other organizations

Banner Ads Work -- Even If You Don't Notice Them At All

Date:
May 11, 2007
Source:
University of Chicago Press Journals
Summary:
The majority of advertising exposure occurs when the audience's attention is focused elsewhere, such as while flipping through a magazine or browsing a web site. However, a new study reveals that even this incidental exposure to advertising may have a positive effect on consumer attitudes. The study revises existing theories of exposure advertising, specifically repeated views of web-based banner ads.

The majority of advertising exposure occurs when the audience's attention is focused elsewhere, such as while flipping through a magazine or browsing a web site. However, a new study reveals that even this incidental exposure to advertising may have a positive effect on consumer attitudes. Forthcoming in the June issue of the Journal of Consumer Research, the study revises existing theories of exposure advertising, specifically repeated views of web-based banner ads.

"Effects of mere exposure are expected to grow in a marketplace where consumers' attention is often focused elsewhere," write Xiang Fang (Oklahoma State University), Surendra Singh (University of Kansas), and Rohini Ahluwalia (University of Minnesota). "Regardless of measured click-through rates, banner ads may still create a favorable attitude toward the ad due to repeated exposure."

The researchers investigated whether "mere exposure effect," a condition in which people develop a positive perception of stimuli not presented to them on a noticeable level, was also applicable to incidental advertising. In a series of experiments, the researchers discovered that even if people could not recall the content of the ad, repeated exposure led to familiarity, which then led to positive feelings.

"Our research could have important theoretical and practical implications. Theoretically, it enhances our understanding of the process underlying the mere exposure effect. Practically, it provides some useful guidelines for advertisers to develop more accurate measures of banner ad effectiveness," the authors write.

Participants had more positive evaluations toward the target banner ad as exposure frequency increased. Surprisingly, participants also showed high levels of tolerance for banner ads on which they were not directly focused. According to the researchers, even after twenty exposures, common wear-out effects were not apparent.

"Our results suggest that the fluency resulting from frequent passive exposure and the consequent spontaneous affective reaction provide a crucial link between exposure and positive impressions," write the authors. "Such spontaneous affect influenced evaluative judgments through a more complex process, likely by coloring the interpretation of the fluency experience and the nature of resulting metacognitions relating fluency with liking."

Reference: Xiang Fang, Surendra Singh, and Rohini Ahluwalia. "An Examination of Different Explanations for the Mere Exposure Effect," Journal of Consumer Research: June 2007.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Cite This Page:

University of Chicago Press Journals. "Banner Ads Work -- Even If You Don't Notice Them At All." ScienceDaily. ScienceDaily, 11 May 2007. <www.sciencedaily.com/releases/2007/05/070510123709.htm>.
University of Chicago Press Journals. (2007, May 11). Banner Ads Work -- Even If You Don't Notice Them At All. ScienceDaily. Retrieved October 1, 2014 from www.sciencedaily.com/releases/2007/05/070510123709.htm
University of Chicago Press Journals. "Banner Ads Work -- Even If You Don't Notice Them At All." ScienceDaily. www.sciencedaily.com/releases/2007/05/070510123709.htm (accessed October 1, 2014).

Share This



More Mind & Brain News

Wednesday, October 1, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Pregnancy Spacing Could Have Big Impact On Autism Risks

Pregnancy Spacing Could Have Big Impact On Autism Risks

Newsy (Oct. 1, 2014) A new study says children born less than one year and more than five years after a sibling can have an increased risk for autism. Video provided by Newsy
Powered by NewsLook.com
Stopping School Violence

Stopping School Violence

Ivanhoe (Oct. 1, 2014) A trauma doctor steps out of the hospital and into the classroom to teach kids how to calmly solve conflicts, avoiding a trip to the ER. Video provided by Ivanhoe
Powered by NewsLook.com
Pineal Cysts: Debilitating Pain

Pineal Cysts: Debilitating Pain

Ivanhoe (Oct. 1, 2014) A tiny cyst in the brain that can cause debilitating symptoms like chronic headaches and insomnia, and the doctor who performs the delicate surgery to remove them. Video provided by Ivanhoe
Powered by NewsLook.com
Burning Away Brain Tumors

Burning Away Brain Tumors

Ivanhoe (Oct. 1, 2014) Doctors are 'cooking' brain tumors. Hear how this new laser-heat procedure cuts down on recovery time. Video provided by Ivanhoe
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins