The value of ambient communication from a consumer perspective

Abstract

Ambient communication, in which nontraditional media are creatively employed to implicitly communicate a target message, is increasingly popular. Advertising on eggs, elevator panels, and public fountains are all real-life examples of this. In the present study we investigate the value of ambient communication from a consumer perspective. More specifically, we argue that advertising communicated through congruent nontraditional (ambient) media enhance consumer perception of advertising value compared to advertising placed in traditional or incongruent nontraditional (non-ambient) media. We also argue that ambient ad placements are seen as a sign that the brand cares about consumers. The results of an experimental study support our logic; to fulfill its potential advertising in nontraditional media needs to be aligned with the message being communicated. When this is the case, ambient communications help create equitable exchanges between consumers and brands as indicated by positive effects on perceptions of advertising value and consumer care.