Abstract
ABSTRACT A crucial task for digital advertising is to influence choice despite consumers’ lack of attention. Yet, there is little evidence about digital advertising effectiveness or about the source factors that affect consumers under conditions of low attention. Using a mixed factorial experiment, we find clear evidence that digital advertising is effective despite low attention. The results for brand familiarity and product characteristics are more nuanced; the effects are greater for unfamiliar brands, and also for familiar brands that are utilitarian. These findings are encouraging for digital advertisers who may feel released from the imperative to design attention-grabbing advertisements. However, the results also emphasise the need for advertising theory to take better account of low attention and the opportunity to further investigate the circumstances under which low-attention advertising will be most effective.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
