Relevance to the rescue: Can "smart ads" reduce negative response to online ad clutter?

Journalism and Mass Communication Quarterly

Volumn 87, Issue 2, 2010, Pages 346-362

  Kim, Nam Young ^a   Sundar, S Shyam ^b,c  

^a LOUISIANA STATE UNIVERSITY   (United States)

^b PENNSYLVANIA STATE UNIVERSITY   (United States)

^c Sungkyunkwan University   (South Korea)

Author keywords

[No Author keywords available]

Indexed keywords

ADVERTISING; INTERNET; MARKETING;

EID: 77957130458     PISSN: 10776990     EISSN: None     Source Type: Journal    
DOI: 10.1177/107769901008700208     Document Type: Article

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56. By employing a within-subjects experimental design, we are able to parsimoniously compare the four conditions within each participant, thereby eliminating error due to differences between participants. Removing this source of variance from error variance serves to increase the power of significance tests, thereby making within-subjects designs more desirable than between-subjects designs. Psychologists have long recognized the statistical efficiency of within-subjects designs (see, for example, Anthony G. Greenwald, "Within-Subjects Designs: To Use or Not To Use?" Psychological Bulletin 83 [2, 1976]: 314-20)
57. But have noted methodological concerns in implementing these designs, such as testing (or practice) effects, carryover effects, and sensitization to study purpose. Since our dependent variable is not related to subject performance (but instead to their attitudes), we are less concerned about the first two issues. Nevertheless, as explained in the "Stimulus Material" section, we address all these concerns in our design by combining stimulus-sampling with order-counterbalancing such that no two participants receive the same combination of experimental condition and stimulus content.
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