The purpose of this study is to examine the effects of sound-on versus sound-off autoplay video ads in mobile apps. Guided by limited cognitive capacity theory, expectancy violation theory, and mere exposure effect as theoretical frameworks, this study investigates the effects of sound-on and sound-off autoplay video ads on consumers’ brand memory and attitudes, and also delayed effects of the two types of autoplay video ads on attitude. Atwo-stage field experiment was conducted with a fictitious mobile app and embedded video ads with sound-on and sound-off conditions. The results showed that the sound-on mobile video ad generated stronger ad recall than did the sound-off ad, and with a time delay, the sound-on ad generated more positive attitudes toward the ad than the initial attitudes. However, the predicted effects of the sound-on vs. sound-off variable on consumer attitudesandthe moderating effect of consumers’ expectancy regarding mobile video ads were not significant.
Author(s): Eunah Kim, University of Minnesota; Jisu Huh, University of Minnesota
Saturday March 28, 2020 2:30pm - 4:00pm CDT
Sorrento Room
