The Journal of Consumer Research tries to debunk the theory that banner ads don’t work, until someone actually clicks on them. In a piece of research that explores the exposure effect of banner ads, it concluded that repeated exposure to a product via banner ads generates a positive feeling towards that product. There have been stories of marketers and advertisers using subliminal imagery in ads. To test their theory on banner ads, researchers asked students to read a multipage essay under the assumption that they’d be answering questions on the essay’s content. Instead, the students were ultimately quizzed about a fictitious brand of camera, Pretec, that had appeared in banner ads on the pages that contained the essay. The findings of the study should interest marketers and advertisers. When asked about their positive feelings towards the brand, students who saw the ads more number of times had a more positive association towards the brand. Read more, from Ars.
Filed under: Online, Psychology, Research, Thinking
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