Title: The influence of typical versus atypical ads on sharing intention

Authors: Paulo Rita; João Guerreiro; Sara Matos

Addresses: NOVA Information Management School, Universidade NOVA de Lisboa, Portugal ' ISCTE-Instituto Universitário de Lisboa and Business Research Unit (BRU-IUL), Av. Forças Armadas, 1649-026 Lisboa, Portugal ' ISCTE-Instituto Universitário de Lisboa and Business Research Unit (BRU-IUL), Av. Forças Armadas, 1649-026 Lisboa, Portugal

Abstract: Consumers are overwhelmed with advertising messages which makes some of them unable to break the clutter to be viewed and shared. The purpose of the current paper is to study how visual attention, arousal, and pleasure may lead to advertising sharing intention. This study followed an experimental design using consumer neuroscience methods, more specifically, eye tracking and electro dermal activity, evaluating how typicality and the celebrity factor can influence consumers' visual attention and arousal. Participants watched four ad campaign scenarios: a typical ad without celebrities (T), a typical ad with celebrities (TC), an atypical ad without celebrities (A), and an atypical ad with celebrities (AC), with arousal and pleasure being measured through the self-assessment manikin and their sharing intention through a questionnaire. Findings showed that atypical ads generate higher levels of arousal and pleasure, which positively influences sharing intention. Also, when comparing (TC) with (AC), the celebrity factor presents lower arousal levels in the TC scenario.

Keywords: consumer brand engagement; CBE; advertising campaigns; typicality; celebrities; sharing intention; consumer neuroscience.

DOI: 10.1504/IJIMA.2023.133313

International Journal of Internet Marketing and Advertising, 2023 Vol.19 No.3/4, pp.231 - 262

Received: 20 Dec 2021
Accepted: 18 Jul 2022
Published online: 12 Sep 2023 *