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Unconscious processing of Web advertising: Effects on implicit memory, attitude toward the brand, and consideration set

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  • Yoo, Chan Yun

Abstract

Consumers have become increasingly savvy about technology in recent years, and many of them ignore Web ads during online activities. In this context, measuring advertising effects based on the traditional cognitive models of information processing may undervalue the effectiveness of Web ads. This study experimentally examined the effects of unconscious processing of Web ads by manipulating the level of attention paid to the ad (directed vs. non-directed attention). Online advertisers should be encouraged by the findings of this study. The results suggest that, upon exposure to Web ads, consumers experience priming caused by implicit memory and build a more favorable attitude toward the advertised brand regardless of the levels of attention they paid to the advertisements. Furthermore, those who unconsciously processed Web ads did not remember seeing the ad explicitly, but they were more likely to include the advertised brand in the consideration set than those who had no exposure.

Suggested Citation

  • Yoo, Chan Yun, 2008. "Unconscious processing of Web advertising: Effects on implicit memory, attitude toward the brand, and consideration set," Journal of Interactive Marketing, Elsevier, vol. 22(2), pages 2-18.
    • Handle: RePEc:eee:joinma:v:22:y:2008:i:2:p:2-18
    DOI: 10.1002/dir.20110
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    References listed on IDEAS

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    Cited by:

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    3. Lin Jia & Xin Liu & Yaqian Liu, 2018. "Impact of Different Stakeholders of Bike-Sharing Industry on Users’ Intention of Civilized Use of Bike-Sharing," Sustainability, MDPI, vol. 10(5), pages 1-26, May.
    4. Visentin, Marco & Pizzi, Gabriele & Pichierri, Marco, 2019. "Fake News, Real Problems for Brands: The Impact of Content Truthfulness and Source Credibility on consumers' Behavioral Intentions toward the Advertised Brands," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 99-112.
    5. Winer, Russell S., 2009. "New Communications Approaches in Marketing: Issues and Research Directions," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 108-117.
    6. Yim, Mark Yi-Cheon & Baek, Tae Hyun & Sauer, Paul L., 2018. "I See Myself in Service and Product Consumptions: Measuring Self-transformative Consumption Vision (SCV) Evoked by Static and Rich Media," Journal of Interactive Marketing, Elsevier, vol. 44(C), pages 122-139.
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    9. Landry, Peter, 2022. "Pricing, advertising, and endogenous consideration of an “insistent” product," International Journal of Industrial Organization, Elsevier, vol. 80(C).

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