Effect of Desire for control on consumer attitude in online advertisements

In this project report we will discuss about the desire for control, degree of controllability in online advertisements which will optimise their influence on users. The experiment had a 2 (Controllability: high vs. low) x 2 (Desirability for Control: high vs. low) between participants design. It was anticipated the individuals were a lot more positively influenced by high controllable ads, and that high controllable ads affect more positively individuals with a greater wish to have control, while ads with a lower controllability impact individuals with a lower desire for control. High controllable ads have not shown to have more positive effects in consumer attitude. Furthermore, high controllability in an ad doesn’t necessarily impact more positively individuals with a higher desire for control, as well as low controllability in an ad doesn’t necessarily influence more positively those with lower desire for control. Nevertheless, it has been discovered that individuals with a higher desire for control were more open to understanding the brand and checking out the ad. In addition, it was discovered that each time a product is new to the customer, they favor a lower controllable type of the online ad. Ultimately, that individuals with a higher desire for control are keen on forwarding the online ad to friends, becoming more easily promoters of the brand.

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Formats of Connected Marketing
Word-of-mouth marketing
Buzz marketing
Viral Marketing
Characteristics of Viral Marketing
Desirability for Control
Consumer Behaviour
Attitude toward the online advertisement
Attitude toward the brand
Purchase Intention
Brand Recommendation

Source: University of Twente

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