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Which Products are Best Suited toMobile Advertising? A Field Study of
Mobile Display Advertising Effects on
Consumer Attitudes and Intentions
RQ: Under what product-related conditions are mobile display advertisement (MDAs)
effective in changing consumers’ product-related attitudes and purchase intentions?
- 2 psychological measures of advertisement effectiveness: 1) how favourable consumers’
attitudes are toward advertised products; 2) consumer’s intentions to purchase or use
advertised products
Are MDAs Effective?
Usually not. MDAs can potentially work, but with small effect sizes (on consumer attitudes
and behaviours), same as general digital advertising campaigns.
- Average treatment effect (ATE) is positive for MDAs campaigns effectiveness; overall
campaign-level treatment effect is mostly negative and null. àMDAs are usually not
effective on attitudes & purchase intention
When will MDA Campaigns be Effective?
Information Processing
- MDAs can be persuasive (on attitude and intension) by serving as a (product-specific)
cue that prompts consumers to recall previously encoded product information (stored
brands/product) and process it in a deliberate manner.
- Factors triggering memory & elaborative processing: copy, execution, product
- ELM: an information-processing theory of how beliefs change(attitudes & intention) in
response to persuasive stimuli (e.g. advertisements)
- central: people process information in cognitive manner àMDA (use this channel)
- peripheral: ~~under affective manner
- the possibility of Central Route Processing is determined by: processing motivation (self-
motivation) & processing ability (degree of difficulty)àwe want people to go through
central route
Product-Related Characteristics and Central Route Persuasion
- There are 2 product-related features relates to processing motivation & ability:
- utilitarian V.S. hedonic
àutilitarian: consumption is cognitively driven, instrumental, goal oriented &
accomplishes function tasksàeasier to process cognitivelyàcentral route persuasion
- higher V.S. lower involvement (in product-focused judgment & decision-making
process)
àhigher involvement: have more important personal consequences & decisions about
carry more risksàmotivate consumers to process the recall information via central
route persuasion
- The causal relationship about utilitarian, high involvement, central route persuasion is:
high involvementàcentral route processingàutilitarian
, - MDA only have positive treatment effect on attitudes & intentions with advertised
product high in involvement and utilitarian.
Brief Conclusion:
- Effectiveness: MDAs campaigns usually have no significant effect (or small effect) on
consumers’ product-related attitudes and intentions (if measured by positive treatment
effect). However, campaign effectiveness (measured by average campaign treatment)
vary considerably according to the advertised product. MDAs campaigns are only
effective for products that are both utilitarian (v.s. hedonic) and higher involvement
(v.s. lower involvement).
- Using Elaboration Likelihood Model, the results shows when MDAs affect attitude and
intention, it’s because they remind consumers of previously encoded product-specific
information, which consumers subsequently process. The effectiveness of an MDA
depends on how likely it triggers memory recall that leads to central-route elaborative
information processing.
- Prior product awareness makes MDAs for higher-involvement & utilitarian product
more effective. Due to the little information and distracting environment of MDAs, it’s
better used as a memory recall than deliver new information in the ads.
Key Issues in Multichannel Customer
Management: Current Knowledge and
Future Directions
RQ: how does a customer management based framework that structures the process by
which the firm can develop and implement a multichannel strategy look like? How can
companies use this framework to identify key customer management issues to be
addressed?
Multichannel customer management (MCM): the design, deployment, evaluation of
channels to enhance customer value through effective customer acquisition, retention, and
development.
MCM identifies 5 tasks: 1) analyse customers, 2) develop multichannel strategy, 3) design
channels, 4) implement, 5) evaluate
Clusters of Current Knowledge
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