Task Orientation and Ad Recall: An Exploratory Study

摘要

This paper investigates the relationship between task orientation of an advertising exposure situation and ad recall, suggesting that the relationship is mediated by ad avoidance behaviors and mitigated by the consistency between the ad and website context in which the ad appears. Finding confirm that ad avoidance leads to lower recall, and that task orientation during web browsing leads to more ad avoidance behavior. The impact of website-ad congruency is inconclusive.