With smart phone technology becoming increasingly widespread in the consumption space, the use of Visual Scan Codes (VSC) such as QR (Quick Response) or Shazam codes are becoming prominent interactive tools transforming traditional advertising into more engaging and responsive communication platforms. To examine the effects of the presence of these codes, this study uses a (2x2) between-subjects experimental design with treatment groups for code type (QR code active vs. QR code static) and code salience (black and white vs. coloured) with a fifth control group. Findings suggest that such codes have significant effects on hedonic attitudes towards the ad, perceived vividness and brand recall. Participants who noticed the code in the stimulus ad showed higher brand recall and involvement levels. In addition, the mere presence of a static code was found to be perhaps even more effective than an activated code.
With smart phone technology becoming increasingly widespread in the consumption space, the use of Visual Scan Codes (VSC) such as QR (Quick Response) or Shazam codes are becoming prominent interactive tools transforming traditional advertising into more engaging and responsive communication platforms. To examine the effects of the presence of these codes, this study uses a (2x2) between-subjects experimental design with treatment groups for code type (QR code active vs. QR code static) and code salience (black and white vs. coloured) with a fifth control group. Findings suggest that such codes have significant effects on hedonic attitudes towards the ad, perceived vividness and brand recall. Participants who noticed the code in the stimulus ad showed higher brand recall and involvement levels. In addition, the mere presence of a static code was found to be perhaps even more effective than an activated code.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.