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Track to the future? :
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Nordfält, JensStockholm School of Economics,Handelshögskolan i Stockholm
(author)
Track to the future? : a study of individual selection mechanisms preceding ad recognition
- Article/chapterEnglish2005
Publisher, publication year, extent ...
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Taylor & Francis Ltd,2005
Numbers
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LIBRIS-ID:oai:hhs.se:1155031280006056
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https://research.hhs.se/esploro/outputs/journalArticle/Track-to-the-future-a-study/991001480365006056URI
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https://doi.org/10.1080/10641734.2005.10505171DOI
Supplementary language notes
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Language:English
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Summary in:English
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Subject category:art swepub-publicationtype
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Subject category:ref swepub-contenttype
Notes
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Ad tracking studies reveal a problem for advertisers; more than half their audience do not recognize their ads. The present study approaches this problem using ideas about individual selection processes preceding the processing level required for an ad to be recognized later. Unaware of the study respondents were exposed to an ad. Comparisons between those who at a later stage recognized the ad and those who did not, reveal differences in two dimensions: the more the ad was instantly liked and the less it was instantly perceived as a persuasive attempt, the greater the chances of ad recognition. Many of the commonly discussed attention-attracting factors are shown to have no effect on the selection process, while passing the instant selection mechanisms was a necessary step preceding more complex learning.
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Handelshögskolan i StockholmStockholm School of Economics
(creator_code:org_t)
Related titles
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In:Journal of Current Issues and Research in Advertising: Taylor & Francis Ltd27:1, s. 19-292164-73131064-1734
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