Note(s): * p < 0.05; ** p < 0.01
Source(s): Compiled by authors
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Lee, S. Y. , & Sundar, S. S. (2002, July). Psychological effects of frequency and clutter in Web advertising. Paper presented at the 52nd annual conference of the International Communication Association (ICA), Seoul, Korea.
Frequency of exposure to advertising is considered one of the fundamental determinants of advertising effectiveness in traditional mass communication. However, in the realm of Web advertising, frequency remains a relatively unexplored variable, despite phenomenal growth in Internet advertising. Understanding the function of frequency is important because it is critical to deciding the effectiveness of advertising, regardless of whether it is traditional media advertising or Web-based Internet advertising. Unlike frequency, advertising clutter has generally been viewed as a factor inhibiting (rather than enhancing) advertising effectiveness, in terms of both memory and attitude toward ads. Given the nature of the Web that often displays multiple banners with same sizes and shapes, ad clutter can hinder the processing of information contained in a specific banner. The current investigation is a modest first attempt at pinpointing the distinct as well as combinatory effects of frequency and clutter in a typical Web advertising environment.
Mere exposure effects, interference effects, three-hit theory and two-factor theory were used to generate hypotheses for this study.
H1a: Banner advertising repetition will have a positive impact on ad recall.
H1b: Banner advertising repetition will have a positive impact on ad recognition.
H1c: Banner advertising repetition will have a positive impact on attitude toward ad.
H1d: Banner advertising repetition will have a positive impact on attitude toward brand.
H1e: Banner advertising repetition will have a positive impact on trial intention.
H2a: Ad clutter will have a negative impact on ad recall.
H2b: Ad clutter will have a negative impact on ad recognition.
H2c: Ad clutter will have a negative impact on attitude toward ad.
H2d: Ad clutter will have a negative impact on attitude toward brand.
H2e: Ad clutter will have a negative impact on trial intention.
H3a: Level of Internet experience will have a negative impact on ad recall.
H3b: Level of Internet experience will have a negative impact on ad recognition.
RQ1: For users of a news Website, controlling for time spent viewing a Webpage, what is the relationship between level of Internet experience and attitude toward ad?
RQ2: For users of a news Website, controlling for time spent viewing a Webpage, what is the relationship between level of Internet experience and attitude toward brand?
RQ3: For users of a news Website, controlling for time spent viewing a Webpage, what is the relationship between level of Internet experience and trial intention?
A fully-crossed 7 x 2 between-participants design (7 levels of frequency and 2 levels of clutter) with a control variable (time) was used in the experiment. Two hundred and fifty undergraduate students (150 females and 100 males) enrolled in communication classes participated in the experiment for extra credit. Participants were randomly assigned to one of fourteen conditions and were exposed to an experimental Website. At the time of recruiting, participants were told that the study concerned students' learning on the Internet. All participants signed an informed consent form prior to their participation in the experiment.
H1a: Supported. Advertising frequency had a significantly positive effect on recall.
H1b: Not supported. The effect for frequency on recognition was statistically not significant.
H1c: Not supported. The statistical analysis failed to support the hypothesis that frequency would have positive effects on attitude toward ad.
H1d: Supported. However, the effect for frequency on attitude toward brand was marginally significant.
H1e: Supported. The effect for frequency on trial intention was statistically significant.
H2a: Not supported. The analysis failed to support the hypothesis that clutter would have a negative effect on recall.
H2b: Supported. A significant main effect for clutter on ad recognition was found.
H2c: Not supported. No statistically significant effect for clutter on attitude toward ad was found.
H2d: Not supported. No statistically significant effect for clutter on attitude toward brand was found.
H2e: Not supported. No statistically significant effect for clutter on trial intention was found.
H3a: Supported. However, the effect for level of Internet experience was marginally significant.
H3b: Not supported. The effect for level of Internet experience on ad recognition was not significant.
RQ1, 2, and 3: No significant effect for Internet experience on attitude toward ad, attitude toward brand, and trial intention was found.
A couple of important two-way interactions were observed. There was a statistically significant interaction between clutter and frequency on attitude toward ad. This interaction showed that, while frequency did not affect users' attitude toward ad in a non-cluttered environment, frequency of exposure had a positive impact on users' attitude toward the stimulus ads in a cluttered environment. Another interaction, between frequency and level of Internet experience on recognition, approached significance. This interaction indicated that, when the frequency is low, level of Internet experience did not matter. However, when the frequency is high, level of Internet experience had a positive impact on users' recognition of the stimulus ads.
Results from the analyses suggest that frequency can be a powerful determinant of advertising effectiveness. Specifically, it is found that the frequency effects were significant on ad recall, attitude toward brand, and trial intention. Contrary to our expectations, however, the effects of banner clutter were weak across dependent variables. The clutter effects were significant only on ad recognition. Additionally, the significant effect of Internet experience was observed only on ad recall.
Dr. S. Shyam Sundar by e-mail at [email protected] or by telephone at (814) 865-2173
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Extending empirical generalizations to facebook.
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This article examines the impact of clutter on advertising placed on Facebook. This platform is quite different from broadcast media, yet the current study unveiled very similar findings as previously seen for television and radio—that advertisements were better recalled when placed among fewer other advertisements. The improvements in advertising recall, however, do not appear to be sufficient to justify the likely price premium that advertisers would have to pay to reduce clutter on Facebook. The research found that larger brands are more immune to clutter than small brands, so low-clutter environments are more important for lesser-known (i.e., smaller and new) brands.
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Nature Reviews Electrical Engineering volume 1 , pages 559–560 ( 2024 ) Cite this article
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Leon Chua’s lifelong contributions to computer science and electrical engineering exemplify the power of interdisciplinary research, where insights from one field can lead to breakthroughs in another.
In the annals of electrical engineering and computer science, Leon Chua’s name has been etched as that of a true visionary. Best known as the inventor of the memristor, a fundamental circuit element conceptualized in 1971 1 and demonstrated experimentally by researchers at Hewlett-Packard in 2008 2 . Chua’s contributions extend far beyond this single invention. His pioneering work on linear circuit theory, the cellular neural network (CNN) and recent work on the ‘edge of chaos’ have profound implications for everything from neural networks to economic markets, and are just a few examples of the scientific contributions we owe to Chua.
To appreciate the scientific effects of Chua’s work, one must first understand the importance of the memristor. The memristor, short for ‘memory resistor’, is the fourth fundamental passive circuit element, in addition to the resistor, capacitor and inductor. What makes the memristor different from other elements is its ability to retain a memory of the amount of charge that has passed through it, effectively remembering its history even when the power is cut off. This characteristic makes it uniquely suited for applications in non-volatile memory storage, which retains data without constant power supply.
Chua famously postulated the theoretical foundation of the memristor by mathematically describing the relationship between charge and magnetic flux, a relationship that had been overlooked by conventional circuit theory. It was not until nearly four decades later that the physical realization of the memristor validating Chua’s prediction started a new wave of innovation in memristive technology. Today, memristors are seen as potential building blocks for neuromorphic computing systems, which aim to mimic the structure and function of the human brain, thereby enabling a variety of applications in artificial intelligence.
Although the memristor is perhaps Chua’s most famous contribution, his intellectual curiosity has led him to explore a wide array of phenomena, one of the most intriguing being the edge of chaos. This term typically deals with the ‘complexity’ problem, which is defined differently across various disciplines, from physics to sociology. Nevertheless, Chua has provided a unique explanation of complexity within his field of research, defining it as the emergence of a heterogeneous pattern on a media of identical cells. If a device or system resides at the edge of chaos, the precise parameter domain of its nonlinear differential equations can be calculated by an explicit formula. In addition, akin to pearls in oyster shells on the sea floor, the domains of edge of chaos complement those of local activity. The local activity principle and its pearl, the edge of chaos, are couched in rigorous mathematics and are characterized by constructive procedures to compute and visualize their complexity. Therefore, researchers in other fields who describe their dynamical systems with differential equations, such as rection-diffusion equations, can readily calculate the parameter values at which complexity and creativity emerge, using computer simulations.
“Although the memristor is perhaps Chua’s most famous contribution, his intellectual curiosity has led him to explore a wide array of phenomena, one of the most intriguing being the ‘edge of chaos’”.
The local activity principle and the edge of chaos are fundamental tools in various fields including physics, chemistry, biology, brain research and technology. Chua’s interest in the edge of chaos is not merely theoretical. In his review article 3 on the subject published in our September issue, he examines the application of the principle of local activity and the edge of chaos in resolving four historic problem — namely, the 243-year-old Galvani irritability, the 72-year-old Hodgkin–Huxley spike mystery, the 72-year-old Turing instability and the 50-year-old Smale paradox. He demonstrates the use of local activity analysis and the dynamic route map technique for explaining and predicting circuit behaviours in volatile and non-volatile memristors, respectively. In addition, he underscores the pivotal role of memristors on edge of chaos in the design of neuromorphic computers. Furthermore, he foresees future research directions such as edge computing that uses memristors at the edge of chaos.
One of the most compelling aspects of Chua’s work on the edge of chaos is its interdisciplinary nature. By applying the principles of electrical engineering to a wide range of fields, Chua has demonstrated that the same fundamental laws can describe seemingly disparate phenomena. For example, the way in which a memristor operates at the edge of chaos can be likened to the way neural networks in the brain achieve optimal performance when they are neither too rigid nor too random. This insight has profound implications for the development of artificial intelligence, in which researchers are striving to create systems that can learn and adapt in real time, much like the human brain.
Leon Chua’s legacy is one of relentless curiosity and groundbreaking innovation. From his invention of the memristor to his exploration of the edge of chaos, Chua has consistently pushed the boundaries of what is possible, challenging conventional wisdom and opening new frontiers of knowledge. His work serves as a reminder of the power of interdisciplinary thinking, and the profound effect that a single individual can have on the world when they dare to explore the unknown.
Chua, L. O. Memristor -the missing circuit element. IEEE Trans. Circuit Theory 18 , 507–519 (1971).
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Strukov, D. et al. The missing memristor found. Nature 453 , 80–83 (2008).
Chua, L. O. Memristors on ‘edge of chaos’. Nat. Rev. Electr. Eng . https://doi.org/10.1038/s44287-024-00082-1 (2024).
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Consolidating past findings on clutter with analysis of four new data sets, we document the empirical patterns for how advertising works in television and radio with different levels of clutter. We find that advertising avoidance is similar in low and high clutter environments, so when there is more clutter, audiences really do see more advertisements. Doubling the clutter, however, does not ...
Most of the marketing research has agreed that advertising clutter is only a natural result produced by the communications environment, which is characterized by high noise and hype (Hammer et al ...
The authors explain seven factors driving this trend, including the ability of traditional ads to break through digital clutter, the decline in third-party cookies, and more. Digital marketing ...
Psychology & Marketing journal publishes original research and review articles dealing with the application of psychological theories and techniques to marketing. Abstract The pervasive influence of advertising and consumer culture is examined in relation to a postmodern condition marked by increased speed, fragmentation, and the decentering of ...
Advertising clutter, in terms of both conventional offline and online media, has been widely studied. According to Ha (), the perception of clutter corresponds to the advertising density of a media and is contributed to by three variables: advertising overload, intrusiveness (reactance) and competitiveness (interference).The current levels of advertising density can explain the ever-shrinking ...
Based on advertising clutter research, we argue that advertising will have an advantage over publicity in gaining attention and ensuring brand identification. An empirical study of publicity and ...
Based on advertising clutter research, we argue that advertising will have an advantage over publicity in gaining attention and ensuring brand identification. An empirical study of publicity and advertising embedded in actual newspapers is presented in support of this argument. Additional studies and better PR evaluation practices are called ...
Louisa Ha is Professor and Acting Chair of the Department of Telecommunications, Bowling Green State University, US. She is an associate editor of Journalism and Mass Communication Quarterly and Chair of the Emerging Media Research Cluster in the university. Her book, Webcasting Worldwide: Business Models of an Emerging Global Medium, is the recipient of the 2007 Robert Picard Award for Books ...
Additionally, personalized advertising is beneficial for attracting consumer attention regardless of the clutter level.,This less-artificial study setting with an eye-tracker makes up for the findings from previous ad clutter studies based on self-reported data; this study was able to observe real-life interaction between consumers and social ...
This study also explores how real-world advertising clutter (clutter and non-clutter) affects these relationships.,The data were collected from 192 online consumers in Türkiye, and a two-wave longitudinal research design and structural equation modeling were conducted to test the hypotheses of the conceptual model.,The results indicated that ...
The research found that larger brands are more immune to clutter than small brands, so low-clutter environments are more important for lesser-known (i.e., smaller and new) brands. View Show abstract
Abstract This research examines the causes and consequences of perceived ad clutter. Study 1 employs a national consumer survey to examine perceived ad clutter in magazines and television. It considers communication problems that impair search for content (hinder search), interrupt processing (disruption), or degrade the quality of media processing (distraction). Survey findings for both media ...
This research examines the causes and consequences of perceived ad clutter. Study 1 employs a national consumer survey to examine perceived ad clutter in magazines and television. It considers communication problems that impair search for content (hinder search), interrupt processing (disruption), or degrade the quality of media processing ...
However, the increased number of advertisements could then erode the subscription base because, according to research related to traditional media, advertising clutter generates negative audience attitudes towards the advertising medium (Speck and Elliott, 1997; Rotfeld, 2006). Thus, managing the amount of advertisements in a channel without ...
Semantic Scholar extracted view of "CONSUMER PERCEPTIONS OF ADVERTISING CLUTTER AND ITS IMPACT ACROSS VARIOUS MEDIA" by T. Michael et al. Skip to search form Skip to ... CLUTTER AND ITS IMPACT ACROSS VARIOUS MEDIA}, author={Tetteh Michael and Subhajit Paul}, journal={Journal of Advertising Research}, year={1998}, volume={38}, pages={29-41}, url ...
10 Excerpts. Pull effect in online advertising: What drives consumers to view ads online. (Available on Internet) Emilia Marina Lindfors. Business, Psychology. 2015. Advertising avoidance today is so common that it has been concluded that ad avoidance nowadays is rather the norm than an exception (Chatterjee 2008).
Unlike frequency, advertising clutter has generally been viewed as a factor inhibiting (rather than enhancing) advertising effectiveness, in terms of both memory and attitude toward ads. Given the nature of the Web that often displays multiple banners with same sizes and shapes, ad clutter can hinder the processing of information contained in a ...
The term advertising clutter has been used in the marketing literature interchangeably with other names such as marketing clutter (Subramanian, 2015), cluttered market (Magnini et al., 2008;Jain ...
This paper aims at understanding this relationship between advertising clutter and multiple activities a viewer might be involved in i.e. polychronic use of time: as proposed by Kaufman and Lane (1994). The study concludes that Indian youth exhibit mental nomadship rather than channel or physical nomadship, at current levels of advertising.
This article examines the impact of clutter on advertising placed on Facebook. This platform is quite different from broadcast media, yet the current study unveiled very similar findings as previously seen for television and radio—that advertisements were better recalled when placed among fewer other advertisements. The improvements in advertising recall, however, do not appear to be ...
Ha, Louisa (1996). "Advertising clutter in consumer magazines: dimensions and effects". Journal of Advertising Research. 36 (4): 76-85. OCLC 193912585. Gale A18782739. Rumbo, Joseph D. (February 2002). "Consumer resistance in a world of advertising clutter: The case of Adbusters". Psychology and Marketing. 19 (2): 127-148. doi:10.1002/mar ...
Advertising clutter is a phenomenon that arose from advertisers' need for advertising space. When too much space is devoted to advertising, clutter can jeopardize the audience's editorial interest. Commercial pay media such as magazines have to balance the conflicting needs of the advertiser and the audience.
Leon Chua's lifelong contributions to computer science and electrical engineering exemplify the power of interdisciplinary research, where insights from one field can lead to breakthroughs in ...
The purpose of this systematic review is to consolidate the extant OOH advertising literature, identify gaps within and among the disparate and multidisciplinary research streams, and offer a theoretically grounded agenda to stimulate interest in OOH advertising research. The review includes 454 articles spanning 104 years.
Nicklaus Children's and FIU Collaborate on Groundbreaking Cancer Research That is Saving Lives May 19, 2024 9:00 AM ... Advocacy Advertising. Part of the McClatchy Media Network.