Analysis of a Study on Online Advertising and Click Through Rates

INTRODUCTION AND LITERATURE REVIEW:

The researchers investigated the influence product involvement has on people's responses to banner advertisements. Other studies indicate that consumers with low involvement are less likely to want more information on the subject of the ad. The researchers cite other studies that indicate people with low involvement focus on peripheral cues such as pictures, endorsers, appetizing food, and expert sources. They also cite studies that show the size of the stimulus has the most effect on consumer's attention.

PURPOSE/MAIN IDEA:

Building on the ideas that consumers with low product involvement are less likely to want more information, and focus on peripheral stimuli, researchers set up their study. The study involved three hypotheses. The first hypothesis (H1) stated that people with high product involvement "are more likely to click a banner ad than those with low product involvement" (p. 624). The researchers' second hypothesis was divided into two parts (H2a and H2b): people with low product involvement will be more likely to click on an ad if the ad is large or animated.

SAMPLING:

Researchers used a nonprobability sample, recruiting participants through 165 separate LISTSERV lists. A total of 751 participants were randomly assigned to one of two groups.

PROCEDURE:

Each group was exposed to three banner ads - including American Express, Kodak film, and American Airlines. Each ad was placed at the top of a website containing a movie review. The first group was shown an American Express ad, a small American airlines ad, and a non-animated Kodak ad. The second group was shown the same American Express ad as the first group, as well as a large American Airlines ad and an animated Kodak ad. The American Airlines ads were identical except for size. The Kodak ads had similar variations.