Display advertising: the role of context and advertising appeals from a resistance perspective

What is it about?

This research aims to investigate the role of consumer resistance, display advertising context, appeal, and type of exposure for the successful launch of a brand into a new market. To accomplish this goal, we conducted two experiments that manipulated the digital context of advertising (congruent vs. incongruent), the advertising appeal (emotional vs. informative), and the type of exposure (incidental vs. forced) using an energy drink brand. In Study 1, data were collected from 80 participants using eye-tracking and an online questionnaire. In Study 2, 138 participants visited a website with the targeted display ad and responded to an online questionnaire. Overall, the results of the two studies show that the relationship between consumer resistance and display advertising effectiveness is moderated by the advertising context and advertising appeal in incidental exposure, whereas only the advertising context moderates this relationship in forced exposure when launching a brand into a new market.

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