Factors Affecting Consumer Attitude Toward Advertisement on the Web and Print Media

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1 Factors Affecting Consumer Attitude Toward Advertisement on the Web and Print Media Ting-Peng Liang 1, Yuan-Hung Ting 1 and Yufei Yuan 2 1 Department of Information Management, National Sun Yat-sen University, Kaohsiung, Taiwan tpliang@mail.nsysu.edu.tw 2 McMaster University, Canada yuanyuf@mcmaster.ca Abstract Internet advertisement has been growing rapidly in recent years. Theoretically, with the feature of wide-accessibility, information richness, multimedia presentation, and flexible interaction, advertising on the web is believed to be more attractive than on the traditional media, such as printed newspapers and televisions. In reality, however, the effect of advertisements over the web has not been fully realized. Less and less click ratios are reported. Therefore, it is interesting to know what are the factors that influence the attitude of readers and what kind of web advertisements may be more effective. This paper reports findings from a controlled lab experiment on the effect of media characteristics, advertising appeals, and product involvement on consumer attitudes toward advertisement on different media. The results indicate that: (1) dynamic Web presentation that uses animation can improve advertising effect significantly but providing interactions does not, (2) product involvement does not have significant impact on advertising effect, (3) appeals in advertising along has very limited impact on advertising effect, but the combination of dynamic presentation with emotional appealing is more effective than others. Keywords: Internet advertising, advertising effectiveness, advertising appeals, consumer attitude 1. Introduction The Internet has grown rapidly in recent years to become a major commercial media. It took 38 years for the radio, 13 years for the TV, but only 5 years for the Internet to reach the milestone of 50 million users (Hyland, 2000). The wide-accessibility, information richness, multimedia presentation, and flexible interaction make the Internet a very attractive media for advertising. Since the first Internet ads appeared in 1994, Internet advertising has experienced an exponential growth with an annual growth rate reaching the peak of 350% in 1997 and the total revenue reached $6 billion in Although the revenue from Internet advertising dropped 6.5% in the third quarter of 2000, due to the financial trouble of many dotcom companies, it is still believed to be a very promising media for the future. Comparing to traditional media, advertising over the web has the following advantages: (1) audience can be targeted accurately, (2) user responses can be traced, (3) delivery and update are flexible, (4) user interaction is easier (Zeff & Aronson, 1999). In reality, however, the effect due to these advantages is unclear, especially when the click-through rate of web banners decreases significantly over time. Therefore, it is interesting to investigate whether

2 advertisement over the web is going to produce the expected effect and how to choose between traditional print media and web media. In this paper, an experimental study comparing the effect of ads on the traditional print media and web media is reported. Three factors, i.e., media characteristics, advertising appeals, and product type as indicated by the level of involvement, are examined. Our purpose is to understand (1) How effective the Internet advertising is when comparing with the traditional media, and (2) what are the factors that actually affect the advertising effectiveness? The remainder of the paper is organized as follows. First, background of the research is briefly reviewed. This is followed by a description of the research framework and hypotheses. Section 4 presents the experimental design and Section 5 reports the major findings. 2. Research Background Advertising is a major ingredient in marketing. In general, it is a communication process through which a message is conveyed from the producer to the consumer to affect the consumer s behavior. Many models have been proposed in the past. For instance, several theories of communication and convincing were proposed by Hovland, Janis & Kelley (1953), Fishbein & Ajzen (1975), Chaiken (1980), Petty & Cacioppo (1981), and Vaughn (1986). Engel, Kollat & Blackwell s model (1990) states that consumer behavior is multi-faceted including external stimuli (input and external influences), and consumer s internal information process, and consumer decision often involves searching for product information, evaluating through recognition, forming attitude and desire, and finally making a choice. Since external messages can stimulate consumers desire for product information and affects the decision process of a consumer, good advertisement design and promotion strategy may lead to positive consumer behavior Communication and persuasion The communication and persuasion model (Hovland, Janis and Kelley, 1953) claims that convincing a receiver must through three stages: attention, comprehension, and acceptance. It can create changes of receiver s attitudes on opinions, recognition, emotion, and behavior. The information source, message, and receiver are the three independent variables that affect the receiver s information processes and finally change the receiver s attitude. Chaiken (1980) suggested that three approaches can be used to convince a consumer: systematic, heuristic, and affective. The systematic approach assumes that most consumers are actively searching for product information and evaluating before purchasing. The advertising strategy therefore should be providing information on product functions and real benefits. The heuristic approach assumes that some consumers make decisions only based on a few rules of thumb, especially when they do not have time, do not pay attention, or lack of judgment capability. They are passive consumers who do not want to spend time and effort for making optimal decision. For those consumers, the best strategy should be making the information reliable and forceful, reinforce good impression. Since consumers are often making decisions based on emotion, affective appeals may also be able to change consumers recognition and emotion Product involvement and information processing style of customers The FCB Grid model (Vaughn, 1986) analyzes consumer behavior along two dimensions. One is the product involvement (high vs. low), another is the ways of information processing (thinking vs. feeling). This allows four types of consumer behavior to be identified:

3 informative, affective, habit formation, and self-satisfaction. Informative strategy is for highly involving and thinking oriented purchase, such as car, house, furniture, or new products. Affective strategy is for highly involving and feeling oriented purchase, such as jewelry, cosmetics, fashion, or motorcycle. Habit formation strategy is for low involvement and thinking oriented products, such as food, grocery. And the self-satisfaction strategy is for low involvement and feeling oriented products, such as cigarette, wine, candy, etc. 2.3 Communication media Since media is the channel through which message from ads is conveyed to the customer, media with different characteristics may create different effects. Hoffman & Novak (1996) differented 35 media along two dimensions (individualization and dynamics). The print media is generally not customizable and static, but the web media is better in individualized services and can be dynamic or static. Here dynamic and static indicate two different ways of content presentation. Printed media uses text and graph, which are static. Web media can have audio, video and animation in addition to static texts and graphs. So, it can be designed as static or dynamic. Zeff & Aronson (1999) pointed out that the major difference between web media and print media is their interactivity. Consumers cannot interact with print media but they can select the information they want from the web and purchase online at the same time. 3. Research Framework and Hypotheses 3.1 Research Framework From the above background description, three variables seem to affect the effect of an advertisement: media characteristics, the appeal of an advertisement, and the involvement of a product. Since an advertisement must affect consumer attitudes before changes of behavior are shown. Therefore, a framework as shown in Figure 1 is built for the research. The framework includes the stated three factors as independent variables and the consumer attitude as the dependent variable. Personal character is chosen as a possible moderator. They are illustrated in the following. 3.2 The effect of media characteristics There were many studies on the advertising effectiveness of different media. Based on the responses from real customers accessing real web sites with real brands, the IAB online advertising effectiveness study (IAB, 1997) found that Web banner advertising could create a tremendous communication power. Banner exposures can generate increases in advertisement awareness, brand awareness, product attribute communication and purchase intention. Consumer acceptance of online advertising is comparable to that of traditional media. Leong, Huang, & Stanners (1998) found that both print and web media are good for presenting rational contents, but the print media tends to promote long-term objective and is good for creating brand and recognition of products and company image. On the other hand, web media tends to promote short-term objective and is good for delivering detail product information, persuasive purchasing, and low market entry costs. In this study, we differentiate different media into three levels: dynamic web, static web, and print media and expect that dynamic web presentation, such as animation, will be better than static presentation. This results in the following hypothesis:

4 H1: Media properties affect consumer attitude. Independent variables Moderator Dependent variables Media type Dynamic web Static web Print media Personal Characteristics Gender Age Education Income Internet self-efficacy Cognitive style Advertising Rational Emotional Consumer Attitude Advertisement attitude Brand attitude Product Involvement High Low Figure 1. Research Framework 3.3 The effect of advertising appeals Advertising appeals are used to attract consumers attention, and to influence their attitude towards products or service (Belch & Belch, 1998). They are often categorized into rational and emotional. Rational appeals provide information directly related to the product, such as the features, the functions, the quality. The emphasis is on presenting the fact, facilitating learning, and logical reasoning. Emotional appeals concern consumers social and psychological needs for products or services through creating positive emotion (such as humor or sex) or negative emotion (such as afraid). Different advertising appeals may have different effect, especially when combined with other factors such as product involvement, product comparison, or reputation of the advertiser. Therefore, the second hypothesis can be built: H2: Advertising appeals affect consumer attitude. 3.4 The impact of product involvement Involvement is an individual s degree of interests towards a specific subject. Perse (1990) classified involvement into rational involvement and emotional involvement. Rational involvement is through the process of attention, understanding, recognition and

5 memorization. Emotional involvement is through direct feeling towards a subject. Product involvement measures the degree to which a customer is interested in a product and values the product. It may range from fully embracing to no interests at all. Advertising involvement is the degree to which a customer cares or feels about the advertisement. It may range from full attention to total ignorance. Purchasing decision involvement is the degree of interest towards a particular purchase. It is closely related to but not the same as product involvement. Since a consumer may involve differently with different products, we assume consumers are highly involved for high involvement products and less involved for low involvement products. It seems that advertising could be more effective for high-involvement products than for lowinvolvement products. The product involvement may also have joint effect with advertising appeals. Hence, the third hypothesis is as follows: H3: Product involvement affects consumer attitude. 3.5 The interactive effect of media, appeals, and product involvement The media, appeals, and product involvement may have interactive effects on consumer attitude. For instance, rational appealing may be more suitable for ads on the print media because information can be clearly delivered in texts or a long document. Emotional appealing, on the other hand, is suitable for a media such as radio or TV because music or other special effect may be necessary to induce the feeling. Hence, the fourth hypothesis is: H4: Media properties, advertising appeals, and product involvement have significant interactive effect on consumer attitude. 3.6 The moderating impact of personal characteristics The message delivered in an advertisement must be interpreted by the customer. Therefore, personal difference may moderate the anticipated effect. For instance, gender seems to make most significant differece. For instance, previous study indicates that male readers tend to favor news web sites with rich information and females tend to favor health or life style web sites (NUA 2000). Males and females also play different roles in household purchasing (Qualls 1987). Age, education, and income may also affect users Web access behavior due to their different interests, experiences, and focuses (NUA 2000). The Internet self-efficacy may affect information access in Web environment and the confidence in obtaining the desired information (Hoffman & Novak 1996). Consumers cognitive style may also affect the reading and understanding of the message embedded in an advertisement (Epstein, Pacini & Denes-Raj, 1996). People with thinking style tend to be more affected by rational appeals and people with feeling style tend to be more affected by emotional appeals. Thus, the fifth hypothesis is: H5: The impact of media properties, advertising appeals, and product involvement on consumer attitude is moderated by the customer s characteristics. 4. Research Design To test the above hypotheses, a three-factor experiment was designed. The three factors were media properties, advertising appeals, and product involvement. A total of 12 different settings (3*2*2), as illustrated in Table 1, were developed. Five products familiar to most people were chosen as candidate for advertising: sandwiches, cell phones, insurances, cars, and vitamins. We invited 15 graduate students to measure their product involvement using Zaichkowsky s PII measurement table (1985). The resulting involvement scores were (cars), (cell phones), (insurances), 0.083

6 (vitamins) and (sandwiches) respectively. Thus, we picked cars as a high involvement product and sandwiches as a low involvement product for the experiment. Table 1. Experimental settings Advertisement strategy combination High product involvement (Cars) Rational (VDEX2000) Emotional (City Player) Low product involvement (Sandwiches) Rational (Tasty & Healthy) Emotional (Sun Sandwich) Dynamic web A1 B1 C1 D1 Static web A2 B2 C2 D2 Print media A3 B3 C3 D3 Different brand names were used for products with different appeals in the advertisement. Concerning that the subject may already have brand recognition and attitude toward existing products, we decided to create new brands for the experiment. We used VEDAX2000 as the brand name for cars advertising with the rational appealing and City Player for cars advertising with the emotional appealing. The sandwich also had two brand names: Tasty & Healthy for rational appealing and Sun Sandwich for emotional appealing. Besides brand names, we also assigned different product attributes for the product. Media types consisted of the degree of dynamic presentation, and interactivity. The degree of dynamic presentation was determined by whether the animation is used, and the interactivity was implemented through providing second-level information that allowed the reader to use mouse clicks to access it. Three media types were investigated: dynamic web, static web, and the paper-based print media. Their corresponding properties were shown in Table 2. Music was not used in the experiment. For each brand, three advertisements were designed in the experiment. Table 2. Properties of Three Media Presentation format Text Graph Animation Interactivity Dynamic web Yes Yes Yes Yes Static web Yes Yes No Yes Print Media Yes Yes No No 4.1 Subjects A total of 128 subjects were invited to participate in the experiment. Most of them were students at National Sun Yat-sen University in Taiwan, and a few were off-campus people. Every participant received NT$100 stipend for participation. Among the received 128

7 questionnaires, five were incomplete, which resulted in a total of 123 valid observations. The sample distribution is shown in Table 3. Table 3. Sample distribution Sample Size High product involvement Low product involvement Rational Emotional Rational Emotional Dynamic web Static web Print Media Total Measurement of variables The questionnaire consists of four parts: The first part tests the subject s Internet selfefficacy. The second part collects background information, including gender, age, education, and income. The third part assesses the subject s personal cognitive style. The questions in the first three parts were asked before a subject views the ads. The fourth part assesses the subject s attitudes toward the viewed ads and the brand. The fourth part of the questionnaire was given to the subject after viewing the experimental advertisement. Personal characteristics were measured by gender, age, education, and income. The Internet self-efficacy was measured by an instrument modified from the computer self-efficacy measurement (Compeau & Higgins, 1995). The score allows us to classify the subject s selfefficacy into three groups: high, medium, and low. The cognitive style was measured by the instrument developed from the cognitive-experiential self-efficacy theory (CEST) (Epstein, Pacini & Denes-Raj, 1996). Subjects were classified into cognitive, intuitive or neutral. Advertising appeals were part of the attribute affiliated with the advertisement setting. In order to ensure the validity of the treatment, two questions were added into the questionnaire to ask the level of rational or emotional appeal to the subject. The difference between the answers was used to determine whether the subject feels that the advertisement was rational or emotional. The consumer attitude was divided into attitudes toward the ads and the brand. Attitude toward the ads is the consumer s persistent favorable or unfavorable preferences toward the exposure of the advertisement (Lutz, 1985). Seven groups of adjectives designed by Muehling & Laczniak (1988) were used to measure the attitude toward advertisement. Product attitude is the consumer s persistent favorable or unfavorable preferences toward a specific brand. Three groups of adjectives designed by Muehling & Laczniak (1988) were used to measure the brand attitude. A seven-point Likert-scale was used to measure the positive or negative attitude on each pair of terms, with one to be very negative and 7 to be very positive.

8 Table 4. Adjectives using for measuring Advertising attitude and Brand attitude Adjectives used to describe attitude toward an advertisement Adjectives used to describe Brand attitude Negative Not attractive Bad Unappealing Unpleasant Dull Depressing Not enjoyable Bad Unfavorable Negative Positive Attractive Good ing Pleasant Dynamic Refreshing Enjoyable Good Favorable Positive 4.3 Experimental procedures Subjects were invited to voluntary participate in the experiment and randomly assigned into different settings. The experiment included three stages: personal information collection, advertisement exposure, and consumer response gathering. Subjects were first asked to fill out the first three parts of the questionnaire about their Internet self-efficacy, demographic information (gender, age, education, income) and cognitive style. Each subject was then asked to view a randomly assigned advertisement. After viewing the advertisement, the subject was asked to fill up the attitude questionnaires that asked about their attitude toward the advertisement just viewed. Since each subject was required to view one randomly assigned advertisement for each of four brand name products, stages 2 and 3 were repeated four times. During the experiment, research assistants were available in the lab to ensure that all subjects follow the proper procedure and no interference such as talking occurred. 5. Experimental Results 5.1 Data validation The collected data needs to check for reliability and validity. Reliability is the stability of the instrument over various conditions. The Cronbach alpha coefficient that measures the internal consistency of the collected data is often used. The Cronbach s α values in our experiment are between 0.7 to 0.98, which satisfy the reliability requirement (see Table 5).

9 Table 5. Reliability and validity tests Variables Product Involvement Advertisement s Internet Selfefficacy Cognitive Style Rational Intuitive Advertisement Attitude Measurement Reference Reliability/Validity (before experiment) Reliability/Validity (after experiment) Zaichkowsky (1996) 0.755/0.869 Belch & Belch (1998) Compeau & Higgins (1995) Epstein et al. (1996) Muehling & Laczniak (1988) 0.885/ / / / / / / /0.971 Brand Attitude Muehling & Laczniak (1988) 0.700/ / Findings A correlation analysis is first performed on the collected data. The result indicates that attitudes toward the advertisement and toward the brand are highly correlated (coefficient = 0.792). This means that the independent variables would have similar effects on their attitude and brand attitudes. In this section, we choose the attitude toward advertisement as the major focus in our analysis. 1) Effects of independent variables A MANOVA analysis was performed on the collected data. The result is shown in Table 6. Media type and the interaction of media type and product involvement are the two factors that are significant statistically (p = and , respectively). It meant that among three independent variables, media type is the only one that has significant impact on the consumer s attitude toward an advertisement. That is, hypothesis H1 is supported in our findings. Web and printed media can produce different advertising effect. Advertising appeals and product involvement do not have significant effects. That is, H2 and H3 are not supported. Different levels of product involvement and appealing alone do not produce different consumer attitudes toward an advertisement. The significance of the interaction between product involvement and media type shows that certain products may be more suitable for advertising on a specific media. More specifically, we can find three pairs in Table 7 (denoted as a, b, and c) are statistically significant. They indicate that (a) dynamic web is better for presenting emotional appealing than for rational appealing (4.70 vs. 4.18), (b) dynamic web performs better than static web for presenting emotional appealing (4.70 vs. 3.89), and (c) dynamic web performs better than the print media

10 for presenting emotional appealing (4.70 vs. 3.06). Other combinations are insignificant. However, the data do show a tendency that static web and print media are more suitably for presenting rational appeal, whereas dynamic web is more suitable for presenting emotional appeal. Table 6. The MANOVA analysis Source Sum of the Square Error Freedom Standard Deviation F-value p-value Corrected Model Intercept Media Involve * Media * Involve Media * Involve * Media * Involve Error Total Corrected Total ** * Note: = Advertising, Media = Media types, Involve = Product Involvement; * p <0.05, ** p<0.01 Table 7. Advertisement Attitude Advertisement Rational appeal Emotional appeal Attitude Mean N Mean N Web dynamic media 4.18 a a,b,c 100 Web static media b 76 Print media c 69 a: t-test shows significant difference between two means, t = 2.667, p = b: t-test shows significant difference between two means, t = 3.549, p = c: t-test shows significant difference between two means, t = 2.924, p = ) The effect of moderating variable The moderating effect of personal characteristics is also analyzed by MANOVA. Each personal attribute is introduced into the MANOVA model with existing independent and dependent variables. Among all five attributes, only gender, education, and age had

11 significant moderating effect jointly with other independent variables. Income, Internet selfefficacy, and cognitive style did not show any significant effect. Gender. Gender moderates the interactive effect of media type and product involvement (F = and p = <0.05). A further analysis shows that the effect exists only for males, as shown in Table 8. As we can see, the setting that generates the highest positive attitude is presenting high-involvement product on dynamic web. It is better than products on static web. Table 8. Moderating Effect for Male Advertisement High involvement Low involvement Attitude Mean N Mean N Dynamic web 4.64 *, a Static web 3.73 a,b b 56 Print media a: t-test shows significant difference between two means, t = 3.397, p = b: t-test shows significant difference between two means, t = 2.175, p = Education. Education moderates the interaction effect between media type and advertising appeals (F = 3.750, p = 0.024). A further analysis shows that the effect exists only in college students. Table 9 is the result, which indicates that emotional appeal is suitable for dynamic web. Table 9. Advertisement Attitude for college students Advertisement Rational appeal Emotional appeal Attitude Mean N Mean N Dynamic web 4.15 a *,a,b,c 89 Static web b 65 Print media c 64 a: t-test shows significant difference between two sample means, t = 2.703, p = b: t-test shows significant difference between two sample means, t = 2.994, p = c: t-test shows significant difference between two sample means, t = 2.893, p = Age. Age had a moderating effect on the interaction between product involvement and advertising appeals (F = 2.275, p = 0.036). A further analysis shows that the effect exists only in the group of age above 46. Table 10 shows two significant relationships: (a) rational appealing is better than emotional appealing for high involvement products, and (b) emotional appeal is more suitable for low involvement products. Table 10. Advertisement Attitude for age above 46 Advertisement Rational appeal Emotional appeal Attitude Mean N Mean N

12 High involvement 4.67 a a,b 14 Low involvement *,b 14 a: t-test shows significant difference between two sample means, t = 3.728, p = b: t-test shows significant difference between two sample means, t = 3.588, p = The effect on brand attitude Since the brand attitude and advertisement attitude were highly correlated, the results were very similar for the brand attitude. H1 was supported (F = 4.371, p = 0.013), i.e. the media type has statistically significant impact on brand attitude. H2 and H3 were not supported, i.e. the advertising appeal and product involvement did not have significant impact on brand attitude. The media type and advertising appeals also had significant interactive effect on brand attitude (F = 3.402, p = 0.034). Dynamic web combined with emotional appeals had the best result (Mean = ). The moderating effect of personal characteristics on brand attitude was weaker than on advertisement attitude. Only gender had moderating effect on the interaction of media type and product involvement (F = 3.707, p = 0.025). Conclusion In this research we have investigated the effect of media type, advertising appeals, and product involvement on the effect of advertisement on different media and the moderating effect of individual difference. The results show that different media do have different effects on consumer attitudes. The interaction between media type and advertising appeal indicates that advertisements must be tailored for different media. Emotional appealing is more suitable for dynamic web, whereas rational appealing may be more appropriate for static web and print media. Personal differences are also found have different effects in different settings. Give the increased popularity of Internet as a commercial media, we need more research to study the nature of this new media, which is definitely much more than mouse clicks. This research is the beginning to explore this new and challenging world. Since the experiment was performed in a university, it may be limited by the restriction of using student subjects. The results however is still generalizable to a large extent because students and young people are the major users of Internet and consumers of web information. Much further research can be done in the future. For instance, there are many new Web technologies such as virtual reality, video and audio over IP. It is interesting to find out to what degree these technologies can improve advertising effectiveness. In our research, we fond animation was very effective. However, TV is more dynamic than Web. Web can also play video and audio, although the quality is still low due to bandwidth restrictions. Then, how can web be integrated with videos or other media in more creative way is interesting. With the development of Internet appliances such as WebTV (Taschek, 1997), it is also interesting to study how WebTV compares with traditional TV in commercials. The rational appeal and emotional appeal in our study were deployed separately. In reality, however, both appeals may exist. Finally, the advertisement effect may be measured differently. Using other measurements such as intention of purchasing may result in different findings. References Addison, J. (1999) How the net and print media can help each other, Marketing, Nov. 4

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