How the interaction between animation and the position of the banner on the screen influences attitude towards the advertised brand

• Autor(a) principal: Oliveira, Daniel Max de Sousa
• Data de Publicação: 2022
• Outros Autores: Petroll, Martin de La Martinière
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/16670
• topic: Banners; Hemispheric Processing Model; Animation; Consumer attitude; Banners; Modelo de Processamento Hemisférico; Animação; Atitude do consumidor

Objective: To demonstrate that the animation eliminates the effect that the position of the banner on the screen (right vs. left) has on the consumer’s attitude towards the advertised brand.Method: Two experiments were carried out with university students as participants.Originality / Relevance: Based on the Hemispheric Processing Model (HPM), ads located to the left (vs. right) of the observer will be evaluated more positively. In this study, it was demonstrated that animation is capable of interfering with the effect that the stimulus’ position has on the observer’s assessment. Specifically, when a banner is animated, its position (left vs. right) no longer influences the consumer's attitude towards the advertised brand.Results: Brands advertised on static banners located to the left (vs. right) of the viewer were evaluated more positively, in accordance with the HPM. However, when the banner was animated, its position (left vs. right) no longer influenced the attitude towards the advertised brand. Thus, the animation attenuated the effect of the position of the banner on the screen on the attitude towards the advertised brand.Theoretical / methodological contributions: The result obtained contributes to marketing and advertising studies based on HPM by demonstrating that animation interferes with the effect defended by MPH that stimuli located to the left (vs. right) of the observer will be evaluated more positively.Social / management contributions: The result obtained offers insights for advertisers about the best combination of variables to optimize the persuasiveness of banners inserted in television programs or web pages.