Determinants of desired exposure to interactive advertising

Abstract

The proliferation of interactive media such as online services, the Internet, and computer software has opened up new opportunities for advertisers to reach consumers. The development of these new media forms has also resulted in increased consumer choice over receipt of communication. Consequently, exposure to advertising in these media is more likely to be intentional, not incidental. This research identifies the factors that affect desired exposure to interactive marketing communications, with the help of two studies. An exploratory study using observations and in-depth interviews conducted to understand how individuals browse through World Wide Web sites, perceive the interactive medium, and learn about their Web experiences, found that individuals liked the feeling of exercising control over what they wanted to see, and the ability to tap into vast amounts of information on diverse topics. Graphics and images were found to enhance their experiences. The second study was empirical in nature and and helped to identify and examine the effect of different antecedents of desired exposure to interactive advertising. It was found that situational involvement with the advertised product, ad elements, and needs for cognitive and emotional stimuli, influenced desired exposure. Desired exposure, in turn, was found to have effects on generation of cognitive thoughts and purchase consideration.