TY - JOUR
T1 - Revisiting consumer-responses models
T2 - Are suitable for post-millennials?
AU - Leiva, Ricardo
AU - Kimber, David Israel
N1 - Publisher Copyright:
© 2020 Communication & Society.
PY - 2020
Y1 - 2020
N2 - Some influential authors have hardly criticized the traditional marketing consumer-responses models because these approaches would be hypothetical. To test these consumer-responses models, we surveyed 539 Chilean post-millennials, asking them about their prime motivations at the time of clicking on digital ads on their mobile devices (phones, laptops, or personal computers). We displayed three possible outcomes/responses to respondents, based on the traditional marketing consumer-responses approaches: a) knowing about the characteristics of a product or service through an informative ad, b) feeling a pleasant sensation through an attractive ad, and c) making a rapid purchase through a temporary offer or price promotion, with expiration time. We asked subjects about how many times they bought something after receiving different digital advertising inputs. According to our results, respondents tended to click more on behavioural ads, designed to trigger a rapid purchase, than on informative or affective ones. Our regression analysis demonstrated that owning a smartphone increased significantly the number of times Gen Zers bought after being exposed to a digital ad.
AB - Some influential authors have hardly criticized the traditional marketing consumer-responses models because these approaches would be hypothetical. To test these consumer-responses models, we surveyed 539 Chilean post-millennials, asking them about their prime motivations at the time of clicking on digital ads on their mobile devices (phones, laptops, or personal computers). We displayed three possible outcomes/responses to respondents, based on the traditional marketing consumer-responses approaches: a) knowing about the characteristics of a product or service through an informative ad, b) feeling a pleasant sensation through an attractive ad, and c) making a rapid purchase through a temporary offer or price promotion, with expiration time. We asked subjects about how many times they bought something after receiving different digital advertising inputs. According to our results, respondents tended to click more on behavioural ads, designed to trigger a rapid purchase, than on informative or affective ones. Our regression analysis demonstrated that owning a smartphone increased significantly the number of times Gen Zers bought after being exposed to a digital ad.
KW - Advertising effectiveness
KW - Digital ads
KW - Generation Z
KW - Hierarchy of effects model
KW - Post-millennials
KW - Smartphones
UR - http://www.scopus.com/inward/record.url?scp=85091799229&partnerID=8YFLogxK
U2 - 10.15581/003.33.4.33-45
DO - 10.15581/003.33.4.33-45
M3 - Article
AN - SCOPUS:85091799229
SN - 0214-0039
VL - 33
SP - 33
EP - 45
JO - Communication and Society
JF - Communication and Society
IS - 4
ER -