IDEAS home Printed from https://ideas.repec.org/a/eee/joinma/v41y2018icp1-13.html
   My bibliography  Save this article

Positive Effects of Disruptive Advertising on Consumer Preferences

Author

Listed:
  • Bell, Raoul
  • Buchner, Axel

Abstract

Advertisers want to get consumers to love the advertised products, but they often try to do this by annoying them with unwelcome and disruptive advertising. This creates a possible contradiction between the negative feelings elicited by the advertising and the positive feelings the consumers are supposed to develop towards the advertised products. One may assume that the negative feelings towards annoying advertising are transferred to the advertised brands. This assumption was tested in a series of five experiments. Participants were disrupted by annoying pop-up ads while playing a popular computer game. In a two-alternative forced choice (2AFC) test, participants were required to choose between advertised and new brands. The advertised brands were preferred over the new brands, even though the ads were perceived as annoying. The positive effects of disruptive advertising can be attributed to the enhanced fluency of advertised brands. These findings demonstrate that disruptive advertising can be effective in increasing brand preferences, which may help to explain the widespread use of this type of advertising in practice. However, before recommending the use of disruptive advertising, it should be taken into consideration that it may also have undesirable side effects such as increasing advertising avoidance.

Suggested Citation

  • Bell, Raoul & Buchner, Axel, 2018. "Positive Effects of Disruptive Advertising on Consumer Preferences," Journal of Interactive Marketing, Elsevier, vol. 41(C), pages 1-13.
    • Handle: RePEc:eee:joinma:v:41:y:2018:i:c:p:1-13
    DOI: 10.1016/j.intmar.2017.09.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1094996817300531
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.intmar.2017.09.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Jonah Berger & Alan T. Sorensen & Scott J. Rasmussen, 2010. "Positive Effects of Negative Publicity: When Negative Reviews Increase Sales," Marketing Science, INFORMS, vol. 29(5), pages 815-827, 09-10.
    2. Campbell, Margaret C & Keller, Kevin Lane, 2003. "Brand Familiarity and Advertising Repetition Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 292-304, September.
    3. McCracken, Grant, 1986. "Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(1), pages 71-84, June.
    4. Acquisti, Alessandro & Spiekermann, Sarah, 2011. "Do Interruptions Pay off? Effects of Interruptive Ads on Consumers' Willingness to Pay," Journal of Interactive Marketing, Elsevier, vol. 25(4), pages 226-240.
    5. Janiszewski, Chris, 1993. "Preattentive Mere Exposure Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 376-392, December.
    6. Yoo, Chan Yun, 2008. "Unconscious processing of Web advertising: Effects on implicit memory, attitude toward the brand, and consideration set," Journal of Interactive Marketing, Elsevier, vol. 22(2), pages 2-18.
    7. Xiang Fang & Surendra Singh & Rohini Ahluwalia, 2007. "An Examination of Different Explanations for the Mere Exposure Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(1), pages 97-103, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Baudier, Patricia & Ammi, Chantal & Hikkerova, Lubica, 2022. "Impact of advertising on users’ perceptions regarding the Internet of things," Journal of Business Research, Elsevier, vol. 141(C), pages 355-366.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kronrod, Ann & Huber, Joel, 2019. "Ad wearout wearout: How time can reverse the negative effect of frequent advertising repetition on brand preference," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 306-324.
    2. Denter, Philipp, 2020. "Campaign contests," European Economic Review, Elsevier, vol. 127(C).
    3. Anthony Moussa & Virginie de Barnier, 2018. "Consumers' response to branded longevity," Post-Print hal-01801013, HAL.
    4. Kronrod, Ann & Lowrey, Tina M., 2016. "Tastlé-Nestlé, Toogle-Google: The effects of similarity to familiar brand names in brand name innovation," Journal of Business Research, Elsevier, vol. 69(3), pages 1182-1189.
    5. Guiyang Xiong & Sundar Bharadwaj, 2014. "Prerelease Buzz Evolution Patterns and New Product Performance," Marketing Science, INFORMS, vol. 33(3), pages 401-421, May.
    6. Gensler, Sonja & Völckner, Franziska & Liu-Thompkins, Yuping & Wiertz, Caroline, 2013. "Managing Brands in the Social Media Environment," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 242-256.
    7. Imran Anwar Mir, 2017. "Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective," Zagreb International Review of Economics and Business, Faculty of Economics and Business, University of Zagreb, vol. 20(1), pages 19-47, May.
    8. Ivan Guitart & Manfred Schwaiger & Johanna Eberhardt, 2024. "How and Why Does Corporate Reputation Moderate Mass Media News’ Impact On Market Value?," Post-Print hal-04346339, HAL.
    9. Reo Song & Sangkil Moon & Haipeng (Allan) Chen & Mark B. Houston, 2018. "When marketing strategy meets culture: the role of culture in product evaluations," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 384-402, May.
    10. Kuisma, Jarmo & Simola, Jaana & Uusitalo, Liisa & Öörni, Anssi, 2010. "The Effects of Animation and Format on the Perception and Memory of Online Advertising," Journal of Interactive Marketing, Elsevier, vol. 24(4), pages 269-282.
    11. Hervet, Guillaume & Guitart, Ivan A., 2022. "Increasing the effectiveness of display social media ads for startups: The role of different claims and executional characteristics," Journal of Business Research, Elsevier, vol. 153(C), pages 467-478.
    12. Koushyar Rajavi & Tarun Kushwaha & Jan-Benedict E M Steenkamp, 2019. "In Brands We Trust? A Multicategory, Multicountry Investigation of Sensitivity of Consumers’ Trust in Brands to Marketing-Mix Activities," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(4), pages 651-670.
    13. Baumann, Chris & Hamin, Hamin & Chong, Amy, 2015. "The role of brand exposure and experience on brand recall—Product durables vis-à -vis FMCG," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 21-31.
    14. Schmidt, Christoph G. & Wuttke, David A. & Heese, H. Sebastian & Wagner, Stephan M., 2023. "Antecedents of public reactions to supply chain glitches," International Journal of Production Economics, Elsevier, vol. 259(C).
    15. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    16. Chen Zhou & Shrihari Sridhar & Rafael Becerril-Arreola & Tony Haitao Cui & Yan Dong, 2019. "Promotions as competitive reactions to recalls and their consequences," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 702-722, July.
    17. Daniela Andreini & Diego Rinallo & Giuseppe Pedeliento & Mara Bergamaschi, 2017. "Brands and Religion in the Secularized Marketplace and Workplace: Insights from the Case of an Italian Hospital Renamed After a Roman Catholic Pope," Journal of Business Ethics, Springer, vol. 141(3), pages 529-550, March.
    18. Juan Carlos Martín & Veronika Rudchenko & María-Victoria Sánchez-Rebull, 2020. "The Role of Nationality and Hotel Class on Guests’ Satisfaction. A Fuzzy-TOPSIS Approach Applied in Saint Petersburg," Administrative Sciences, MDPI, vol. 10(3), pages 1-24, September.
    19. Justo, Rachida & DeTienne, Dawn R. & Sieger, Philipp, 2015. "Failure or voluntary exit? Reassessing the female underperformance hypothesis," Journal of Business Venturing, Elsevier, vol. 30(6), pages 775-792.
    20. Manoël Pénicaud & Anne-Gaëlle Jolivot, 2023. "Consuming the Divine Grace: Circulations and Ritual Reuses of Votive Materiality in Pilgrimage Spaces [Consommer la grâce divine : Circulations et réutilisations rituelles de la matérialité votive ," Post-Print hal-04355357, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joinma:v:41:y:2018:i:c:p:1-13. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-interactive-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.