This research demonstrates the importance of thin slices of information in ad and brand evaluation, with important implications for advertising research and management. Three controlled experiments, two in the behavioral lab and one in the field, with exposure durations ranging from very brief (100 msec) to very long (30 sec), demonstrate that advertising evaluation critically depends on the duration of ad exposure and on how ads convey which product and brand they promote, but in surprising ways. The experiments show that upfront ads, which instantly convey what they promote, are evaluated positively after brief but also after longer exposure durations. Mystery ads, which suspend conveying what they promote, are evaluated negatively after brief but positively after longer exposure durations. False front ads, which initially convey another identity than what they promote, are evaluated positively after brief exposures but negatively after longer exposure durations. Bayesian mediation analysis demonstrates that the feeling of knowing what the ad promotes accounts for these ad-type effects on evaluation.

Purpose This research examines how the design of the online energy label can be improved to stimulate consumer choice of energy-efficient household products in Web stores. Based on general evaluability theory, the authors propose new label formats that aim to improve the evaluability of the label information for consumers and test their influence during two distinct stages in the online decision-making process: consideration set formation and final choice. Design/methodology/approach Two large-scale controlled online experiments are conducted with over 10,000 consumers in 10 European countries. The experiments test label alternatives in simulated online store environments, mimicking the two distinct decision stages, for four product categories to enhance generalizability. The data are analyzed using random-intercept linear and logistic regression models to account for their multi-level structure. Findings The results show that the impact of the online energy label on consumers’ online decision-making depends on both the label format and the decision stage (consideration vs choice), but in a different way than expected. The findings reveal that the current online energy label is significantly outperformed by a label that provides reference information by incorporating the scale range. This alternative label is particularly effective in the consideration set formation stage, and among consumers who consider energy efficiency a relatively unimportant choice criterion. Research limitations/implications Online energy labels encourage consumers to consider and choose more energy-efficient products, especially if scale range information is included. The present results stress the importance of presenting this information early on in the online decision process. They also show that, particularly at this early stage and particularly for consumers who find energy efficiency a relatively unimportant choice criterion, label format matters. Practical implications The present findings provide important input for policymakers in the context of the ongoing revision of the EU energy label. They also help online retailers make decisions about when and how to present product information on their websites. Originality/value This study contributes to the literature on product labelling by examining the effects of relatively unexplored types of reference information in two distinct stages of the consumer decision-making process. To the best of the authors’ knowledge, this study is the first to test the effectiveness of the online energy label.

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