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Targeted Online Advertisements: Effectiveness As A Function Of Need-For-Cognition, Katherine Dorothy Drebin
Targeted Online Advertisements: Effectiveness As A Function Of Need-For-Cognition, Katherine Dorothy Drebin
Honors Theses
Previous research has suggested that targeted online advertising is more effective when users have a preexisting interest in a product or service. While technology now allows marketers to track the demographics and behaviors of potential customers, the current research examines online ad-perception at an individual level, specifically focused on differences in need-for-cognition. Participants were asked to read a short online news article and were randomly assigned to view a webpage containing either gender-neutral or gender-targeted advertisements. While it was predicted that advertisement recall would be stronger for targeted than non-targeted advertisements, no such association was found. Additionally, advertisement recall did …