The Long-Term Effects of E-Advertising: The Influence of Internet Pop-ups Viewed at a Low Level of Attention in Implicit Memory

Faced with an abundance of advertising messages, Internet users allocate only minimal cognitive resources to advertising. What are the effects of pop-up ads for a new brand viewed at low-level attention, and then measured when the Internet users have forgotten having seen them? In the theoretical context of processing fluency and implicit memory, the experiment n = 398 studied the effects of repeated brief exposure to different types of content words/image in pop-up ads 7 days and 3 months after exposure. The results show the overall positive effects of the pop-ups, the superiority of the image over words for effects on attitude toward the brand and the purchase intentions; but the words produce more semantic effects than the image.