Authors
Debbie Lee Meiyi, Lai Mun Seng Aloysius, Ling Zhi Lei Debby & Yeo Xinzi
Supervisor
Assoc Prof Jung Younbo
Year
2014
Abstract
Over the last decade, the field of advertising has expanded rapidly to include new formats such as online videos. The purpose of this current study was to investigate the effects of ad congruence on attitudes towards the ad and the brand in the new context of pre-roll advertisements. A total of 80 participants took part in a laboratory experiment where three pre-roll advertisements were paired with short videos. The results (n = 80) showed significant main effects of ad-context congruence on perceived irritation and attitude towards the ad. The results also showed significant main effects of ad-profile congruence on perceived manipulative intent and attitude towards the brand. In addition, the results indicated that perceived irritation was a significant mediator for the effect of ad-context congruence on attitudes towards the ad and the brand. Perceived manipulative intent was also found to be a significant mediator for the effect of ad-profile congruence on attitudes towards the ad and the brand. Theoretical implications with respect to different psychological mechanisms underlying ad-content and ad-profile congruence, as well as practical implications for advertisers to maximise the effectiveness of pre-roll advertisements are discussed.
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http://hdl.handle.net/10356/59608