The more the better? Effects of ad exposure frequency on online consumers with varying product knowledge

Ki Joon Kim, Sung Yeon Kim, Eunil Park, S. Shyam Sundar, Angel P. Del Pobil

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Scopus citations

Abstract

Is repeated exposure to banner ads more effective in facilitating interactions between consumers and advertised products? Does it work for everyone? To answer these questions, the present study conducted a 2 x 2 between-subjects experiment, and examined the relationship between ad exposure frequency and product knowledge as well as their effects on purchase intention and ad recall. Results indicated that more frequent exposure to banner ad and greater product knowledge had positive effects on purchase intention and ad recall. More interestingly, exposure frequency affected purchase intention and ad recall only for consumers with low product knowledge, but not for those with high product knowledge. Theoretical and practical implications of notable findings are discussed.

Original languageEnglish (US)
Title of host publicationProceedings - ICIDT 2012, 8th International Conference on Information Science and Digital Content Technology
Pages92-96
Number of pages5
Volume1
StatePublished - Oct 8 2012
Event8th International Conference on Information Science and Digital Content Technology, ICIDT 2012 - Jeju, Korea, Republic of
Duration: Jun 26 2012Jun 28 2012

Other

Other8th International Conference on Information Science and Digital Content Technology, ICIDT 2012
CountryKorea, Republic of
CityJeju
Period6/26/126/28/12

All Science Journal Classification (ASJC) codes

  • Information Systems
  • Software

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    Kim, K. J., Kim, S. Y., Park, E., Sundar, S. S., & Del Pobil, A. P. (2012). The more the better? Effects of ad exposure frequency on online consumers with varying product knowledge. In Proceedings - ICIDT 2012, 8th International Conference on Information Science and Digital Content Technology (Vol. 1, pp. 92-96). [6269233]