Consumer Responses to Outdoor Advertising: A Case Study of Lenticular Ads
Author: Kovacic, Andrej , info@andrejkovacic.com
Department: School of Advanced Social Studies in Nova Gorica
, Slovenia
Supervisor: Associate Professor Rek Mateja Rek, Ph.D.
Year of completion: 2013
Language of dissertation: Slovene
Keywords:
communication
, advertising
, emotions
, lenticular
Areas of Research:
Economy and Society
, Social Psychology
Abstract
The principal aim of this dissertation is to analyse and compare consumer responses to outdoor ads using two different printing techniques: 3D lenticular and standard 2D. Research in this field is scarce and therefore a new research model had to be constructed and justified with the current academic literature on the basis of a selected Rational and Emotional Hierarchy-of-Processing Model. Placing the role of emotions in the forefront allowed us to compare the reactions to two ads printed in different techniques (same rational content).
The dissertation includes a description and evaluation of different methods for measuring advertising effects that can be divided into three groups: self-report measures, econometric studies, and autonomic measurements. The disadvantages and advantages of each of these methods clearly indicated that a single measurement is not sufficient. Therefore a analysis of the rational and emotional effects of advertising requires an integrated methodology. In this theoretical framework a research methodology consisting of three independent researches, which include verbal self-reporting, visual self-reporting, and autonomic measures, was constructed. The measures were based on CASC scale, SAM scale, purchase intention and the method of observation without researcher’s interference. We used quantitative statistical analyses with parametric as well as nonparametric tests. We also used the calculation of the inter-coder reliability to improve the reliability of the data based on observation. Considering the importance of visual stimuli, we have also analyzed eye-correction as a controlled variable. The analysis of this controlling variable showed that there are no differences in the averages of evaluations between consumers that use eye-correction (glasses or contact lenses ) or not.
The overall results indicate that in comparison to 2D ads, 3D lenticularly printed ads score higher in all four categories. Moreover, the data collection using large samples enabled us to analyze and prove significant differences between the two printing techniques in favor of lenticular for different consumer segments. We have also been able to compare differences across gender and age. Finally, as the efficiency of this new technology is proven, the potential massive implementation of lenticular (3D) printing opens up many ethical questions that conclude this research project.
Key words: lenticular print, effective communication, advertising, gender, age
