Advertising to the masses: the effects of crowding on the attention to place-based advertising. Issue 3 (4th May 2018)

• Record Type: Journal Article
• Authors: Wilson, Rick T.; Suh, Taewon
• Is Part Of: International journal of advertising. Volume 37:Issue 3(2018)
• Page Start: 402
• Page End: 420
• Publication Date: 2018-05-04
• Subjects: attention -- facial recognition -- human density -- message processing -- out-of-home advertising -- place-based advertising; Advertising -- Periodicals; 659.105
• DOI: 10.1080/02650487.2017.1331967
• Languages: English
• ISSNs: 1759-3948

Abstract

ABSTRACT: Advertising situated in environments where people congregate or pass through on their way to somewhere else benefit from being placed in such high traffic areas. However, these strategically placed ads also suffer from conditions of human crowding that prevents them from being noticed and processed. We undertake a study of place-based advertising in a shopping mall using facial recognition software to determine the effect of human density on the attention directed to advertising. We find that as human density increases, attention to advertising decreases, but only to a point where it begins to increase again. Our research also finds that human density plays a moderating role on the motivation to process advertising.