Multiple Banner Advertisements: A Proposed Model of Consumers’ Cognitive Responses

Rahim Hussain, PhD Candidate, Griffith University, Business School, Department of Marketing [HREF1], Gold Coast, Qld, Australia. R.Hussain@griffith.edu.au

Dr. Arthur Sweeney, Griffith University, Business School, Department of Marketing [HREF1], Gold Coast, Qld, Australia. A.Sweeney@griffith.edu.au

Keywords

Web advertising, advertising frequency, advertising appeal, banner advertisement type, product involvement

Abstract

Although a large number of research studies have been conducted measuring consumers’ cognitive responses to banner advertisements, the responses are measured on a single advertisement. However, most people who go on-line are exposed to banner advertisements multiple times during Web navigation, and it is not known how consumers respond to multiple exposures. Therefore, the purpose of this research is to propose a theoretical model identifying the impact of multiple banner advertisement exposure on consumers’ cognitive responses. Also, advertising appeal, product involvement, and banner advertisement type are proposed to moderate consumer’s responses to such exposures. That is, the strength of the relationship between advertising frequency and consumers’ cognitive responses is moderated by advertising appeal, product involvement, and banner advertisement type. Based on the theoretical model, a number of propositions are developed and theoretical as well as managerial implications are discussed.

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