The effects of perceived consumer characteristics on the choice and use of Internet ads

Abstract

This study aims to accomplish two major research objectives: to discover the major motives for using Internet ads in conjunction with traditional media, and to determine consumer characteristics affecting the choice of media. Using conceptual frameworks based on Katz's functional attitude theory and the FCB grid, this study attempts to link salient consumer characteristics to media choice and use in four product categories: automobiles, luxury watches, shampoos and fast food. The results suggest that the Internet is better suited for highly involved and rationally oriented consumers, and that it is used more for high-involvement products than for the low-involvement ones. However, TV remains the most used advertising medium for all product categories studied in this paper.