The majority of ad exposure occurs under incidental con

7 pages

Français

Découvre YouScribe en t'inscrivant gratuitement

Je m'inscris

The majority of ad exposure occurs under incidental con

jjggi

Découvre YouScribe en t'inscrivant gratuitement

Je m'inscris

Obtenez un accès à la bibliothèque pour le consulter en ligne
En savoir plus

7 pages

Français

Obtenez un accès à la bibliothèque pour le consulter en ligne
En savoir plus

A propos
Informations
Extrait

Description

An Examination of Different Explanations for the Mere Exposure Effect XIANG FANG SURENDRA SINGH ROHINI AHLUWALIA* This article investigates two competing explanations of the mere exposure ef- fect—the cognition-based perceptual ﬂuency/misattribution theory (PF/M) and the affect-based hedonic ﬂuency model (HFM)—under incidental exposure conditions. In two studies, the classical mere exposure effect is replicated in the context of banner advertising. The ﬁndings rule out the cognition-based PF/M and suggest that the spontaneous affective reaction resulting from perceptual ﬂuency is a crucial link between ﬂuency and evaluation. The studies provide strong evidence that the spontaneous affect inﬂuences evaluative judgments through a more complex pro- cess, likely by coloring the interpretation of the ﬂuency experience and the nature of resulting metacognitions relating ﬂuency to liking. Theoretical and managerial implications of the ﬁndings are mentioned. he majority of ad exposure occurs under incidental con- (Bornstein and D’Agostino 1992, 1994). Most marketingT ditions—where the audiences’ attention is focused else- studies have utilized PF/M as the explanatory mechanism where—such as reading a magazine or browsing a Web (e.g., Janiszewski and Meyvis 2001; Nordhielm 2002).

Informations

Publié par	jjggi
Nombre de lectures	85
Langue	Français

Extrait

000

2007 by JOURNAL OF CONSUMER RESEARCH, Inc.

●

Vol. 34

●

June 2007

An Examination of Different Explanations for

the Mere Exposure Effect

XIANG FANG

SURENDRA SINGH

ROHINI AHLUWALIA

This article investigates two competing explanations of the mere exposure ef-

fect—the cognition-based perceptual fluency/misattribution theory (PF/M) and the

affect-based hedonic fluency model (HFM)—under incidental exposure conditions.

In two studies, the classical mere exposure effect is replicated in the context of

banner advertising. The findings rule out the cognition-based PF/M and suggest

that the spontaneous affective reaction resulting from perceptual fluency is a crucial

link between fluency and evaluation. The studies provide strong evidence that the

spontaneous affect influences evaluative judgments through a more complex pro-

cess, likely by coloring the interpretation of the fluency experience and the nature

of resulting metacognitions relating fluency to liking. Theoretical and managerial

implications of the findings are mentioned.

he majority of ad exposure occurs under incidental con-

ditions—where the audiences’ attention is focused else-

where—such as reading a magazine or browsing a Web

page, approximating the “mere exposure” condition, in

which the target stimulus is made just accessible to the

individual’s perception (Zajonc 1968, 1). Repeated expo-

sures under these conditions result in enhanced liking for a

neutral stimulus.

The two major explanations for this effect are both based

on the concept of “fluency,” or the ease with which in-

formation is processed, but they differ in the underlying

mechanisms. The perceptual fluency/misattribution model,

or PF/M, utilizes a cognitive perspective and suggests that

people generate inferences or metacognitions based upon

their fluency experience (e.g., inferring that stimuli that

come to mind more readily are better liked), thus misattri-

buting their fluency experience to evaluations of the stimuli

*Xiang Fang is assistant professor of marketing, Spears School of Busi-

ness, Oklahoma State University, Tulsa, OK 74106 (xifang@okstate.edu).

Surendra Singh is Southwestern Bell Chair in Marketing, School of Busi-

ness, University of Kansas, Lawrence, KS 66045 (ssingh@ku.edu). Rohini

Ahluwalia is associate professor of marketing, Carlson School of Man-

agement, University of Minnesota, Minneapolis, MN 55455 (rahluwalia@

csom.umn.edu). This article is based on the dissertation of the first author.

The authors acknowledge the helpful input of the editor, associate editor,

and the three reviewers. They also thank Jack Brehm, Sanjay Mishra,

Dennis L. Rosen, Tracy Suter, Marlys J. Mason, and Julie Ruth for com-

ments on earlier drafts. Corresponding author: Xiang Fang.

Dawn Iacobucci served as editor and Mary Frances Luce served as as-

sociate editor for this article.

Electronically published March 13, 2007

(Bornstein and D’Agostino 1992, 1994). Most marketing

studies have utilized PF/M as the explanatory mechanism

(e.g., Janiszewski and Meyvis 2001; Nordhielm 2002). The

hedonic fluency model, HFM (Winkielman and Cacioppo

2001), presents an alternative affect-based explanation, ar-

guing that positive affect generated by the dynamics of fluent

processing enhances stimuli evaluations (Winkielman et al.

2003). It is not clear which model (cognitive or affective)

better explains mere exposure effect (MEE) under a partic-

ular set of conditions (Lee 2004; Schwarz 2004).

We test the different process explanations for the MEE

in two studies using banner ads as stimuli. Since most view-

ers pay minimal attention to banner ads, they not only are

ideal stimuli for examining the MEE but also help us ac-

complish a secondary goal: gaining a deeper understanding

of how banner advertising works. Given the relative newness

of the Web as a medium, our knowledge of how these ads

influence viewers is woefully limited.

The first study examines whether the MEE is able to

account for the persuasion effects of banner advertising. The

second study examines the underlying process issues in the

context of banner advertising.

EXPLANATIONS FOR THE MERE

EXPOSURE EFFECT

Perceptual Fluency/Misattribution Model: The

Cognitive Perspective

The PF/M contends that repeated exposures to a stimulus

enhance its perceptual fluency. When an individual is un-

Univers
Ebooks
Livres audio
Presse
Podcasts
BD
Documents

The majority of ad exposure occurs under incidental con

YouScribe

Le catalogue

Le service

Les conditions