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.