To Vary or Not? The Effects of Ad Variation on the Web By Sang Yeal Lee and S. Shyam Sundar

To Vary or Not? The Effects of Ad Variation on the Web By Sang Y ...

Chapter 2:

Literature Review

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media where it takes several exposures for frequency to have an impact. Furthermore, after the initial exposures, additional frequency has little effect on response (Pagendarm, & Schaumburg, 2001; Lee, & Sundar, 2002) and the level of memory is maintained as the concave model suggests. Therefore, consistent with Figure 2.2, it is hypothesized that:

H3: Ad variation will interact with frequency to influence memory, i.e., recall and recognition, such that frequency will be positively related to memory of varied rather than non-varied ads.

Figure 2.2 Graphical Representation of H3

Figure 2.3 Graphical Representation of H4

A similar prediction is possible for the effects of ad variation on attitudes. When the level of frequency is below the tedium point, ad variation may result in less favorable attitudes since varied ads may be processed as different information. When the frequency is above the tedium point, however, varied ads may forestall tedium and result in more positive attitudes. If a non-varied ad strategy is used, high frequency may create tedium resulting in negative attitudes. Thus, consistent with Figure 2.3, the following hypothesis is proposed:

H4: Ad variation will interact with frequency to influence attitudes, i.e., Aad and Abrand, such the frequency will be positively related to attitudes toward varied ads while it will be negatively related to attitudes toward non-varied ads.