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Irene Irawaty Santoso

Doctor of Philosophy, (Digital marketing)
Study Completed: 2020
Massey Business School

Citation

Thesis Title
Is digital advertising effective under conditions of low attention? The impact of low attention processing on consumer brand consideration and choice

Consumer inattention to advertising has been highlighted as the major reason why digital advertising is less effective. Ms Santoso investigated whether advertising can work without active attention. She found that digital advertising was effective despite low attention. Low attention processing significantly increased brand consideration and brand choice, over no exposure. The results for source factors were more nuanced. Low attention effects were stronger for unfamiliar brands, emotional appeal, and matching between appeal and utilitarian/hedonic brand type. These findings are encouraging for digital advertisers who may feel released from the imperative to design attention-grabbing advertisements.

Supervisors
Professor Malcolm Wright
Dr Giang Trinh
Dr Mark Avis