Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)

Abstract

Implicit Effects of Online Advertising on Consumer Cognitive Processes

Author(s): Hager Machouche, Abderrazek Gharbi, Chokri Elfidha

The aim of this paper is to better understand consumer implicit cognition and to contribute to the enlargement of ad efficiency measurement methods. Specifically, we try to measure the effects of an ad stimulus on automatic information memorizing processes as well as on consumer attitudes. To this end, we set up an implicit effects protocol, using the Reaction Time measurement method, a method that fits perfectly well a study of the fundamental implicit social cognition mechanisms and is known for generating obsjective and accurate observable results. The results of our experiment showed that an incidental exposure to an ad banner allows for forming an implicit positive attitude towards the advertised brand. Moreover, we found that an incidental exposure to an ad allows not only for the memorization of the advertised brand into implicit memory but also triggers its implicit positive assessment that activates, spontaneously, the advertised brand in memory.