Forced Vs. Voluntary Exposure Web Ads: Immediate and Long-Term Impact of Ad Avoidance on Communication Outcomes

Patrali Chatterjee, Montclair State University, USA
Generating long-term memory for an ad and the advertised brand are challenges in natural media environments, especially on the Web where ad avoidance is a norm rather than an exception. Large (vs. small) advertisement sizes and forced (vs. voluntary) ad exposure formats can improve ad recognition and brand recall outcomes immediately after ad exposure but their long-term effects are largely unknown. Prior research on endurance of implicit/ explicit memory and memory for subgoals supports our findings that gains from using forced exposure ads accrue when ad sizes are small and negative impact of intrusiveness decay over time.
[ to cite ]:
Patrali Chatterjee (2007) ,"Forced Vs. Voluntary Exposure Web Ads: Immediate and Long-Term Impact of Ad Avoidance on Communication Outcomes", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 304.