Abstrack

The influence of internet advertising clutter on advertising effectiveness

Kim, Jae-Hwi, Ph.D.
Assistant Professor
Dept. of Psychology
University of Chung-Ang

Kim, Tae-Hoon
Dept. of Psychology
University of Chung-Ang

This research investigated the influence of internet advertising clutter on advertising effectiveness. Also, It examine the effects of the quantity/intrusiveness of banner advertisement on advertising clutter.

An experiment was conducted in a 2 × 2 factorial design to test hypothesis. One factor of the design involved a two-level manipulation of quantity of banner advertisement(3 versus 6); second factor of the design involved intrusiveness of banner advertisement.

The results suggest that the quantity of advertisement may significantly affect an perceived advertising clutter. Especially, the intrusiveness of advertisement may affect an perceived advertising clutter in low quantity condition.

Also, this study investigated the impact of Internet advertising clutter on recognition and unaided recall. As intrusiveness of Advertisement increase, internet advertising clutter may significantly affect an individual's ability to recall what was seen.

The implication and limitations of this research are discussed.