Price Priming Effects in Online Display Ads: An Abstract

Although some studies (e.g., Dreze and Hussherr 2003; Yoo 2008) reveal that online ads can affect consumers even when they are trying to avoid them, there are no guidelines about communicating price information in online display ads as they are seen by consumers in a real online environment. Along with our interest in studying the effects of price anchor in online ads, we also study the effects of ad repetition. We focus on this attribute because ad repetition is one of the common strategies used to increase the effectiveness of the online advertisement (Malaviya et al. 1999; Yaveroglu and Donthu 2008). Again, to the best of our knowledge, the effects of ad repetition on price anchoring have not been studied in the context of incidental ad exposure in online environments.