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Influence of incentive frames on offline-to-online interaction of outdoor advertising

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  • Wei, Zhiyong
  • Dou, Wenyu
  • Jiang, Qingyun
  • Gu, Chenyan

Abstract

This research explores how incentive frames influence offline-to-online interaction in outdoor advertising, via a field study. We focus on three factors of incentive framing: call to action, definiteness, and incentive forms in order to identify the most effective ways to design incentives for outdoor interactive advertisements. In this study, the offline-to-online interaction process for outdoor advertisements is divided into three steps: QR code scanning, clicking, and registration. The findings demonstrate that call to action influences all three steps of offline-to-online interaction, and positive framing of the call to action stimulates increased interactions. In regard to definiteness, indefinite forms of incentive in the offline advertisements elicit a higher rate of QR code scanning and clicking compared with definite incentive forms. The interactive effect of definiteness and incentive forms is significant: when the incentive offered in outdoor advertising is indefinite, discounts have a stronger effect than gifts; in contrast, when the incentive is definite, the opposite occurs. On the basis of these findings, three managerial insights are proposed: (1) selection of positive framing for call to action; (2) the use of indefinite incentives in offline advertisement to trigger the audience's curiosity; (3) the application of appropriate forms of incentive according to specific scenarios.

Suggested Citation

  • Wei, Zhiyong & Dou, Wenyu & Jiang, Qingyun & Gu, Chenyan, 2021. "Influence of incentive frames on offline-to-online interaction of outdoor advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    • Handle: RePEc:eee:joreco:v:58:y:2021:i:c:s096969892031290x
    DOI: 10.1016/j.jretconser.2020.102282
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