Future Research
Given the current research at hand, an experimental research methodology that examines the effects of interactivity and openness of online advertising processing will be employed. A 2 x 2 x 2 factorial design will be used, taking level of interactivity, level of openness, and type of consumer motivation into account. The proposed research is driven by these overarching questions:
- Will online advertisements that employ the concepts of visual rhetoric be more effective at persuading consumers to click?
- Will consumers’ basic need for cognition affect the ability to properly process riddle-based advertisements online?
- Will level of cognition effect brand attitude for consumers?
- Will level of Internet experience effect liking or cognition of riddle-based advertisements?
- Will type of motivation within each consumer have an impact on likeability and click through rates for open, riddle-based advertisements?
With these research questions in mind, a study will be developed that works to examine the impact of open, interactive advertising online. This study will focus on exposing respondents to either static or dynamic open, online advertising and gleaning a response as to their liking of the material. This will follow suit with Phillip’s (1997) methodology in which respondents were asked to indicate feeling for each advertisement following exposure. An online questionnaire will be used to gather data regarding individual consumer differences and overall feeling toward the advertisements and Internet experience.