November 4, 2010 § Leave a comment
This research focuses on consumers’ perception of paid results. Many surfers pretend they know what sponsored ads are (above 80%). In light of consumer’s resistance literature, raising ad skepticism etc, avoidance behavior could be expected. So the question of this paper is : does it make a difference when people know ? Do they behave differently when exposed to sponsored ads?
Based on 272 actual internet users, the study investigates the moderating role of prior knowledge and shows that knowledgeable users favorable to sponsored advertising hold stronger click intentions. This reinforcing role of prior knowledge has a two-sided effect, since unfavorable users will exhibit lessened click intentions. The study also sheds light on an interesting parallel between the profile of users favorable to paid results and online shoppers. Both are male, and higher educated.
Full study available on :
The intention to click on sponsored ads—A study of the role of prior knowledge and of consumer profile , Journal of Retailing and Consumer Services, Elsevier.