Increasing Attention At What Cost?: Consumer Reactions to Context-Sensitive Advertising

Claudiu Dimofte, San Diego State University, USA
Ronald Goodstein, Georgetown University, USA
Ajay Kalra, Rice University, USA
This research investigates consumers’ reactions to “context-sensitive advertising,” a strategy used by advertisers across multiple channels to increase consumer attention and improve consumer attitudes. Although advertisers believe in the efficacy of context-sensitive ads, there is little empirical evidence to support their beliefs. We propose and support that while context-sensitive advertising may indeed enhance consumers’ ad processing, it may do so at the risk of eliciting negative attitudinal reactions.
[ to cite ]:
Claudiu Dimofte, Ronald Goodstein, and Ajay Kalra (2011) ,"Increasing Attention At What Cost?: Consumer Reactions to Context-Sensitive Advertising", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 457.