Investigating the persuasive impact and underlying processes of interactive magazine ads in a real-life setting

Content Provider	Scilit
Author	Rauwers, Fabiënne Voorveld, Hilde A. M. Neijens, Peter C.
Copyright Year	2018
Description	Journal: International Journal of Advertising This study tests a theoretical framework to explain the persuasive impact of interactive magazine ads on consumers' ad and brand attitudes. To obtain realistic (unforced) responses, a field experiment was conducted with a one-factor (interactive vs. non-interactive magazine ad) between-subjects design (N = 98). Results showed that, although they rarely used it, participants positively evaluated the presence of an interactive feature in a digital magazine ad. Furthermore, parallel-mediation analyses revealed that the interactive magazine ad was perceived as more interactive and more surprising than the non-interactive ad, which ultimately positively impacted consumers' attitudes towards the magazine. A second real-life setting experiment (N = 121) confirmed and extended these findings by revealing that the mediation effects were even stronger when consumers had used the interactive feature (vs. only seen). In addition, the relationship between interactive magazine ads and consumers' attitudinal responses was explained slightly better by 'perceived surprise' than by 'perceived interactivity.'
Related Links	https://www.tandfonline.com/doi/pdf/10.1080/02650487.2018.1470918?needAccess=true
Ending Page	827
Page Count	22
Starting Page	806
ISSN	02650487
e-ISSN	17593948
DOI	10.1080/02650487.2018.1470918
Journal	International Journal of Advertising
Issue Number	5
Volume Number	37
Language	English
Publisher	Informa UK Limited
Publisher Date	2018-04-23
Access Restriction	Open
Subject Keyword	Journal: International Journal of Advertising Experimental Psychology Magazine Ad Interactivity Online Advertising Digital Magazines In-app Analytics Perceived Surprise Perceived Interactivity
Content Type	Text
Subject	Communication Marketing