Typically one expects that brand activities that frustrate a consumer will hurt the brand. Howeve... more Typically one expects that brand activities that frustrate a consumer will hurt the brand. However, we demonstrate that intrusive advertising hurts the brand only when the consumer is able to later recognize the brand. When consumers recognize the offending brand, processes consistent with evaluative conditioning dominate and the brand suffers. In contrast, when brand awareness is absent, mere exposure effects dominate and even highly intrusive advertising results in positive changes in evaluation. Our results are theoretically relevant by supporting the established findings that the positive mere exposure effect is independent of awareness, while evaluative conditioning is likely not to be. 4 As consumers use technology to bypass advertisements online, in television and on the radio, advertisers respond by developing new techniques to ensure that ads are noticed. The result is an evolution of increasingly sophisticated intrusive ads. For example, with pop-up blockers and other technologies limiting the effectiveness of traditional pop-up ads, advertisers and technology companies develop more attention-grabbingand some would argue more effective -advertising formats for the web. As one industry expert puts it -…for online advertising to work … these [online advertisers] have to keep upping the ante as consumers get used to the old ones‖ . The early intrusive ads have evolved, no longer limited to still images, but now capturing attention with mini-movies running across the screen complete with sound effects. Further, in other media different forms of intrusion emerge. Consider the cable company that makes customers sit through ads for their latest services before allowing access the customer service menu, the television channels with animated ads for one show running during the presentation of another, or the profusion of unannounced cell phones ads.
While consumer choice research has dedicated considerable research attention to aspects of choice... more While consumer choice research has dedicated considerable research attention to aspects of choice that are deliberative and conscious, only limited attention has been paid to aspects of choice that occur outside of conscious awareness. We review relevant research that suggests that consumer choice is a mix of conscious and nonconscious influences, and argue that the degree to which nonconscious influences affect choice is much greater than many choice researchers believe. Across a series of research domains, these influences are found to include stimulus that are not consciously perceived by the consumer, nonconscious downstream effects of a consciously perceived stimuli or thought process, and decision processes that occur entirely outside of awareness.
Typically one expects that brand activities that frustrate a consumer will hurt the brand. Howeve... more Typically one expects that brand activities that frustrate a consumer will hurt the brand. However, we demonstrate that intrusive advertising hurts the brand only when the consumer is able to later recognize the brand. When consumers recognize the offending brand, processes consistent with evaluative conditioning dominate and the brand suffers. In contrast, when brand awareness is absent, mere exposure effects dominate and even highly intrusive advertising results in positive changes in evaluation. Our results are theoretically relevant by supporting the established findings that the positive mere exposure effect is independent of awareness, while evaluative conditioning is likely not to be. 4 As consumers use technology to bypass advertisements online, in television and on the radio, advertisers respond by developing new techniques to ensure that ads are noticed. The result is an evolution of increasingly sophisticated intrusive ads. For example, with pop-up blockers and other technologies limiting the effectiveness of traditional pop-up ads, advertisers and technology companies develop more attention-grabbingand some would argue more effective -advertising formats for the web. As one industry expert puts it -…for online advertising to work … these [online advertisers] have to keep upping the ante as consumers get used to the old ones‖ . The early intrusive ads have evolved, no longer limited to still images, but now capturing attention with mini-movies running across the screen complete with sound effects. Further, in other media different forms of intrusion emerge. Consider the cable company that makes customers sit through ads for their latest services before allowing access the customer service menu, the television channels with animated ads for one show running during the presentation of another, or the profusion of unannounced cell phones ads.
While consumer choice research has dedicated considerable research attention to aspects of choice... more While consumer choice research has dedicated considerable research attention to aspects of choice that are deliberative and conscious, only limited attention has been paid to aspects of choice that occur outside of conscious awareness. We review relevant research that suggests that consumer choice is a mix of conscious and nonconscious influences, and argue that the degree to which nonconscious influences affect choice is much greater than many choice researchers believe. Across a series of research domains, these influences are found to include stimulus that are not consciously perceived by the consumer, nonconscious downstream effects of a consciously perceived stimuli or thought process, and decision processes that occur entirely outside of awareness.
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Papers by J. Huber