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    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
    (Massey University, 2020) Santoso, Irene Irawaty
    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.
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    The value of implicit measures for internet advertising : evidence of mere exposure effects and their impact on consumer preference for pop-ups and banner ads : a thesis presented in partial fulfilment of the requirements for the degree of Master of Arts in Psychology at Massey University, Albany, New Zealand
    (Massey University, 2009) Cheung, Kuen Fong (Jenny)
    Cognitive and neuropsychological research points to evidence that "repeated, unreinforced exposure to a stimulus is sufficient to enhance one's attitude toward that stimulus", referred to as the mere exposure effect. The main purpose of this study is to bring to attention sources of mere exposure effects data that, while rarely cited within the advertising literature, are highly relevant to questions of online advertising effectiveness. This study further sought to 1) investigate whether if pop-ups would be better recognised than banner ads, and 2) whether if pop-ups would be rated more favourably (due to the mere exposure effect) than banner ads (less liked due to devaluation-by-inhibition). The experiment was a 2 (Group A, Group B) x2 (Advert Type: Banner Ads, Pop-ups) x2 (Whether Seen: Seen, Not Seen) design. Twenty participants were instructed to read twelve articles on the screen, where each reading trial was presented with a banner ad located in the peripheral display of the full-screen article, and a pop-up that was sequentially displayed at the centre of the screen which would be instructed to click away. A total of 48 adverts (i.e., previously seen and not-seen pop-ups and banner ads) were then rated on each of the five affective dimensions (i.e., familiarity, eye-catching, appealing, memorable, and distinctive); followed by a recognition question as to indicate whether participants had seen the advert whilst reading the articles. As predicted, mere exposure effects occurred for all previously exposed adverts, but no difference in recognition was found between the advert types or any significant differences in the magnitude of favourability for the previously seen pop-ups and banner ads. These findings suggest that the magnitude to which favourability would be related to varying lengths of exposure durations presented with pop-ups and banner ads (i.e., brief vs. longer presentation times), and/or the level of attention guided towards pop-ups and banner ads (i.e., central, had to be clicked away vs. peripheral, could be ignored), was not supported. Practical implications and suggestions for future research regarding potential applicability of mere exposure theory in an Internet setting will be discussed.
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    Developing an integrated internet presence : a thesis presented in partial fulfilment of the requirements for the degree of Master of Philosophy in Technology at Massey University
    (Massey University, 1996) Lusk, Simon John
    This thesis aims to demonstrate a replicable process for creating an integrated internet presence. An integrated internet presence includes the use of the World Wide Web, Email, Email Lists and Newsgroups. Using the web alone is not using the medium either appropriately or to its full advantage. It has a business orientation, due to the fact that no non profit sites have been developed. Several concepts are dealt with in detail, including: What is the Internet? An Integrated Internet Presence Promoting Web Sites A Promotions or Selling Medium? Appropriate Use of the Medium Competitive Advantage A series of case studies designed to support these concepts form the second half of the thesis. The case studies are predominantly based on existing web sites developed by the author in the past year and a half. Those cases not based on developed sites have been chosen as they illustrate several concepts addressed. Due to the speed that technology is moving, a snapshot in time has been taken. The actual date of the chosen point in time, June 1996, is not as important as the sophistication of the browser. For the purposes of this thesis, the most widespread browser in use at the time of writing, Netscape Navigator 2.0 Netscape 2.0 may be found in Appendix 2, and run either from the CDRom or from the machine of the person viewing the CDRom, is the browser used.