The Influence Of Virtual Direct Experience On Online Ad Message Effectiveness

In this research, two separate experiments investigate the effects of virtual direct experience and the degree of digitalization of experiential product a on on-line ad message effectiveness; focusing on things such as perceived risk, product evaluation, and affect. In the first experiment, the message effectiveness of on-line advertisements is examined across two experience products with changes in degree of digital experiments that the product attributes to. In the second experiment, uses the same set of dependent variables is examined across three degrees of high, medium, and low to experiment the relation to a single product category. Furthermore, the second experiment shows that the effect of consumer product expertise on the main effect of the degree of digitalization.

This article relates to chapter two, talking about the evolution of advertising. In that chapter also discusses how economics has affected the growth of advertising, and the practice of advertising and how it has changed over the years. Printing was the first major technology to affect advertising; cable TV and the Internet are the most recent. The forces economics and competition has aided advertising in the its evolution. This article is another good example of how technology has changed the existence of advertising in our society today to help gain new market with consumers globally, through digital technology.

I was very interested in reading this article, though it was long, six pages, and a bit challenging, I must admit I did enjoy reading this material. It allowed my to gain more knowledge about change it technology, with the new digital age, while at the same time relating to the reading material that we have discussed in class.