The consumer media experience in innovative media : the impact of media novelty and presence on consumer evaluations
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The purpose of the study was to provide a comprehensive framework that explains how consumer experiences within new, innovative media affect advertising effectiveness. Several concerns about previous advertising models motivated this study. For instance, advertising models traditionally have focused on message recipients’ characteristics and information processes, ignoring the significant role of media in understanding advertising effectiveness. In addition, recently developed advertising models dealing with the impact of media have been narrowly applied to a specific medium, the Internet, and have focused largely on interactivity. The proposed model and our findings highlighted the prominent roles of media novelty and presence in enhancing advertising effectiveness in an innovative, new medium that emphasizes vividness, stereoscopic 3-D. The novelty effect, created by the newness of the medium, had the power to attract viewers’ attention and the increased attention enhanced their sense of presence, the experience of being plunged into a new virtual world that advertisers constructed. The findings demonstrated that these sequential relationships can result in positive measures of advertising effectiveness, such as improved product knowledge and increased enjoyment, and ultimately more favorable attitudes toward the ad. Also our findings revealed that an irritation, such as cybersickness resulting from the stereoscopic 3-D, can hinder ad viewers’ communication processes and reduce their attention to the ad and their enjoyment of it. The model predicted that user characteristics, such as innovativeness, curiosity, and previous experience with the medium, would affect the process, but no effects were found. The current research provided advertising practitioners and researchers with opportunities to consider the significant role of media, especially innovative media, in assessing overall advertising effectiveness. For managers, it highlighted the potential of stereoscopic 3-D technology as an emerging advertising vehicle. Given the rapid changes in the media environment, it is increasingly important to understand the important roles that media play in advertising effectiveness.
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