Regulatory focus and choice: The impact of control perceptions on advertising effectiveness

The objective of this case study was to experimentally manipulate the impact on arousal and recall of two characteristics frequently occurring in gruesome depictions of body parts in smoking cessation advertisements: the presence or absence of an external physical insult to the body part depicted; whether or not the image contains a clear figure/ground demarcation. Three hundred participants (46% male, 54% female; mean age 27.3 years, SD = 11.4) participated in a two-stage online study wherein they viewed and responded to a series of gruesome 4-s video images. Seventy-two video clips were created to provide a sample of images across the two conditions: physical insult versus no insult and clear figure/ground demarcation versus merged or no clear figure/ground demarcation. In stage one, participants viewed a randomly ordered series of 36 video clips and rated how “confronting” they considered each to be. Seven days later (stage two), to test recall of each video image, participants viewed all 72 clips and were asked to identify those they had seen previously. Images containing a physical insult were consistently rated more confronting and were remembered more accurately than images with no physical insult. Images with a clear figure/ground demarcation were rated as no more confronting but were consistently recalled with greater accuracy than those with unclear figure/ground demarcation. Makers of gruesome health warning television advertisements should incorporate some form of physical insult and use a clear figure/ground demarcation to maximize image recall and subsequent potential advertising effectiveness.

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THE IMPACT OF CONTEXTUAL MOBILE ADVERTISING ON CONSUMER PURCHASE INTENTION

10.12783/dtem/mebit2021/35639 ◽

2021 ◽

Author(s):

SONG-SONG ZHAO

Keyword(s):

Purchase Intention ◽

Past Research ◽

Advertising Effectiveness ◽

Mobile Advertising ◽

Purchasing Intention ◽

Development Direction ◽

Contextual Advertising ◽

Consumer Purchase Intention ◽

The Impact ◽

Practical Implications

Contextual mobile advertising, which has the advantages of strong interactivity and immersive experience, will be the development direction of Internet advertising in the future. Although past research has explored the effects of contextual mobile advertising, little research has studied the effect on consumers’ behavior from the perspective of contextual advertising traits. Thus, this study combined the Scene Theory and the Theory of Planned Behavior to construct the model of advertising effectiveness mechanism. By analyzing survey data from a representative sample of 340 mobile consumers, the validity of the model was proved. The results showed that contextual stimulation, contextual interaction, and content accuracy, as contextual factors in mobile advertising, can positively influence consumers’ attitudes toward mobile advertising, which in turn stimulate purchasing intention. The theoretical and practical implications of these findings were also discussed.

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