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Click behavior on neutral vs. action-oriented worded sponsored results

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A test and analysis of potential moderators -
Claire Gauzente

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Click behavior on neutral vs. action-oriented worded sponsored results

  1. 1. Click behavior on neutral vs. action-oriented worded sponsored results : A test and analysis of potential moderators C. Gauzente Sciences Po Rennes
  2. 2. Questions <ul><li>Search engines : the inevitable point of entry to web resources; </li></ul><ul><li>Sponsored links (SL) are important for both search engines business model and advertisers; </li></ul><ul><li>Textual description of SL are the main clue available to consumers to make their click decision. </li></ul><ul><li>How does it affects click behavior? </li></ul>
  3. 3. Theoretical background <ul><li>Tixier (1992) stresses that strategists and researchers often neglect the communicativeness of written texts, and particularly advertisements. </li></ul><ul><li>Liebermann and Flint-Goor (1996) emphasizes the importance of adapting claims to products. However, while the advertising message itself is one the three fundamental persuasion variables in many theories of persuasion (cognitive-response model of persuasion, dual-process models of persuasion, and resource-matching theory) as well as in integrative frameworks (Meyers-Levy and Malaviya, 1999), few academic studies examine the impact of message’s tone, style, or wording. </li></ul>
  4. 4. Theoretical background <ul><li>Researchers generally distinguish ( Keller, Lipkus & Rimer 2003 ; Veer & Pervan 2008 ; Roehm & Roehm 2007 ) : </li></ul><ul><ul><li>Affective or emotional style of advertising </li></ul></ul><ul><ul><li>rational style of advertising with: </li></ul></ul><ul><ul><ul><li>product demonstration </li></ul></ul></ul><ul><ul><ul><li>customer challenges </li></ul></ul></ul><ul><li>And recognize the lack of studies dedicated to the impact of advertising tone and wording . </li></ul>
  5. 5. The focus of this study is: <ul><li>Rational wording with: </li></ul><ul><ul><li>Action-oriented wording (ex: “x-inch flat screens with a one year warranty” ) </li></ul></ul><ul><ul><li>Neutral informative wording (ex: “fantastic offer! y-inch flat screen at the price of x-inch ones! Order right now!”) </li></ul></ul>Wording Click behavior A(sl) Product involvement Behavioral control
  6. 6. Méthodologie <ul><li>A 2X2 online experiment: </li></ul>Exemples 2 nd rank (Sony) 1 st rank (Sony) Action-oriented wording Neutral wording Variables
  7. 7. Méthodologie <ul><li>From the initial sample of 964 observations, 704 valid observations are retained for further examination. </li></ul><ul><li>Women account for 70.6% of the sample; </li></ul><ul><li>More than 66% of the respondents have used the Internet for at least 5 years </li></ul><ul><li>86% of them have already bought products or services online. </li></ul><ul><li>Logistic regression models are used. </li></ul>
  8. 8. Résultats <ul><li>Wording : significant impact on click behavior </li></ul>
  9. 9. Résultats (suite) <ul><li>Attitude (Asl) : significant direct impact (no moderating effect) </li></ul><ul><li>Behavioral control : significant direct impact (no moderating effect) </li></ul><ul><li>Product involvement : NS </li></ul>
  10. 10. Conclusion <ul><li>A contribution to a better understanding of the impact of wording, </li></ul><ul><li>further refinement in distinguishing rational styles of advertisement, </li></ul><ul><li>An observation of potential compensation effects. </li></ul><ul><li>To be duplicated, enlarged and continued… </li></ul>