The effectiveness of the peripheral route to persuasion in advertising.

engadget 2014

SOURCE: Publication, Title, Author (if available), URL

Proquest,  THE EFFECTIVENESS OF BANNER ADVERTISEMENTS: INVOLVEMENT AND CLICK-THROUGH, Chang-Hoan Cho.

The economic principle I’m exploring is “people generally respond to incentives in predictable ways My research question to help me study the economic principle is “ What incentives do they use are more effective The article published in proquest research library titled “ The effectiveness of banner advertisements: Involvement and click-through” demonstrates this economic principle because it argues/shows people generally respond better to the peripheral route to persuasions.

First, because it has more involvement for the consumer, more involvement equals more likely the consumer will be engaged in the ad.

 Second, People are more likely to click on the ad if it uses the peripheral route because it is attention getting. People could also click on the banner it if it has a positive peripheral cues.

 Third, In short, those with low product involvement may click the banner ad simply because the banner has positive peripheral cues (e.g., larger size). Similarly, dynamic animation in banner ads will also work as a good peripheral cue for causing those with low product involvement to click the banner ad.

 In my next blog post I will research: How effective the central route to persuasion is.