Assessing Advertising Effectiveness: The Potential of Goal‐Directed Behavior

Berger, Sebastian; Wagner, Udo; Schwand, Christopher

doi:10.1002/mar.20530

Cited by 34 publications

(16 citation statements)

References 45 publications

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“…To minimize such brand‐specific effects, we performed additional analysis where we calculated mean attitude across the three target brands (α = 0.97) and used this mean brand attitude as the dependent variable in analysis of variance. Notably, past research has used a similar approach of combining evaluations across brands to assess overall advertising effectiveness (Berger, Wagner, & Schwand, ; Draganska et al., ). As before, we conducted a one‐factor (Web site type: social vs. commercial) ANOVA on mean attitude toward the three brands along with the covariates of product involvement and brand familiarity.…”

Section: Resultsmentioning

confidence: 99%

Online Display Advertising: The Influence of Web Site Type on Advertising Effectiveness

Auschaitrakul

Mukherjee

2017

Psychology and Marketing

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This research shows that online display advertising is more effective in terms of attitudes toward the ad and brand when it appears on commercial Web sites such as Walmart or Amazon, compared to social Web sites such as LinkedIn or Facebook. Consistent with a fit‐fluency mechanism, this effect of Web site type on advertising effectiveness was found to be driven by higher feelings of processing fluency on commercial compared to social Web sites. Further consistent with a fit‐fluency framework, online display advertising was found to be more effective on brand compared to personal pages of social Web sites. These results contribute to the literature on Internet advertising by identifying Web site type as a new antecedent and fit‐fluency as a new mechanism underlying the effectiveness of online display advertising.

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Section: Resultsmentioning

confidence: 99%

Online Display Advertising: The Influence of Web Site Type on Advertising Effectiveness

Auschaitrakul

Mukherjee

2017

Psychology and Marketing

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“…Attensee is an application used for the study of visual attention, that mimics an eye-tracker [29]; it provides an interface for computers and tablets and does not require any special hardware. This innovative approach to record human information lets one see what consumers look at on labels, packaging, or pictures.…”

Section: Methodsmentioning

confidence: 99%

Factors Influencing Consumers’ Perceptions of Food: A Study of Apple Juice Using Sensory and Visual Attention Methods

Włodarska

Pawlak-Lemańska

Górecki

et al. 2019

Foods

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The aim of this study was to evaluate the influence of intrinsic product characteristics and extrinsic packaging-related factors on the food quality perception. Sensory and visual attention methods were used to study how consumers perceive the quality of commercial apple juices from four product categories: clear juices from concentrate, cloudy juices from concentrate, pasteurized cloudy juices not from concentrate, and fresh juices. Laboratory tests included the assessment of sensory liking in blind and informed conditions and expected liking based on packages only. The results showed that brand and package information have a large impact on consumers’ sensory perceptions and generate high sensory expectations. An innovative visual attention tracking technique was used in online experiments to identify packages and label areas on individual packages, which attracted consumer attention. During an online shelf test, consumers mostly focused on not from concentrate juices from local producers, which were perceived as more natural, healthy, and expensive than juices reconstituted from concentrate. When individual labels were analyzed, consumers predominantly focused on nutritional data, brand name, and information about the type of product. The present results confirm a large impact of information and visual stimuli related to packaging on product perception.

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“…Surcharges and final price increases should evoke bottom‐up attention to the final price, as consumers cannot anticipate the final price and the number of the surcharges dripping in. Second, consumers' search for price information is also a goal‐directed “top‐down” process; it occurs when consumers direct their visual attention to objects that they consider relevant to evaluate prices (Berger et al, 2012). In particular, this should occur when the final price is disclosed sequentially as consumers face an increasing trend of prices.…”

Section: Conceptual Background and Hypothesesmentioning

confidence: 99%

Many a little makes a mickle: Why do consumers negatively react to sequential price disclosure?

Totzek

Jurgensen

2020

Psychology and Marketing

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Drip pricing (DP) is distinct from partitioned pricing as it sequentially discloses surcharges to consumers. Critics see DP as a deceptive pricing tactic because it obscures the final price of an offer. We examine the effects of the timing of the final price disclosure and the number of sequentially presented surcharges on consumers' attention to the final price and, ultimately, perceived price fairness. In an eye-tracking study with 225 participants, we find that the sequential (vs. up-front) disclosure of the final price lowers perceived price fairness by increasing consumers' attention to the final price, in particular, when the number of surcharges is high. In addition, the sequential disclosure of the final price lowers perceived price fairness because of higher perceived price complexity and lower pricing transparency perceptions. The findings suggest that firms need to be aware of both attentional and cognitive effects of the final price disclosure when designing DP. K E Y W O R D S behavioral pricing, drip pricing, electronic commerce, eye tracking, partitioned pricing, price fairness 1 | INTRODUCTION Rather than dealing with single all-inclusive prices, consumers frequently face complex price information consisting of multiple price components (e.g., Greenleaf et al., 2016). For example, partitioned pricing (PP) tactics, that is, dividing the total price of an offer into a base price and mandatory surcharges, are particularly popular in many services and retailing contexts (e.g., Abraham & Hamilton, 2018; Morwitz et al., 1998). Furthermore, customers now often face drip pricing (DP; Ahmetoglu et al., 2014), which is a pricing tactic in which firms advertise the base price of an offer up front while several additional charges sequentially "drip" in after the initial choice. Whereas price bundling integrates different products or services (e.g., Li et al., 2018), DP disentangles the price components of an offer to make it appear less expensive. DP has become popular in industries such as transportation, hospitality, and financial services. Firms may use DP for two major reasons. First, firms may advertise their offer at a low base price and then sequentially add mandatory fees, suggesting a deal up front (Seim et al., 2017; Shelanski et al., 2012) and thus obfuscating the real final price (e.g., Chioveanu & Zhou, 2013). Second, they may want to make single price components salient to attract their customers' attention. For example, showing a fairly high price for on-board meals might positively affect the customers' quality perceptions of an airline (Bertini & Wathieu, 2008). In addition, increasing the salience of surcharges and cueing them to an external locus of causality (e.g., a tourist tax) can influence customers' blame attributions in case of a price increase (Pallas et al., 2018). DP has become a concern for regulators around the world. Consumer protection authorities such as the Federal Trade Commission (FTC) have criticized DP tactics, urging firms to disclose mandatory surcharges "immediately a...

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Assessing Advertising Effectiveness: The Potential of Goal‐Directed Behavior

Cited by 34 publications

References 45 publications

Online Display Advertising: The Influence of Web Site Type on Advertising Effectiveness

Online Display Advertising: The Influence of Web Site Type on Advertising Effectiveness

Factors Influencing Consumers’ Perceptions of Food: A Study of Apple Juice Using Sensory and Visual Attention Methods

Many a little makes a mickle: Why do consumers negatively react to sequential price disclosure?

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