The Exposure Effect of Unclicked Banner Advertisements

Cross-Cultural Buyer Behavior

ISBN: 978-0-7623-1412-6, eISBN: 978-1-84950-485-0

ISSN: 1474-7979

Publication date: 2 May 2007


We propose that the exposure effect of a banner ad exists even when the banner is not clicked. The results of our experiments strongly support this effect. Analyses also revealed that a non-clicked banner ad can create as strong of an exposure effect as clicked banner ads. Also, audiences that are able to recall the existence of the banner ad on a web page develop stronger implicit memory than those who cannot. Researchers are invited to re-test these interesting findings in various cultures with differing levels of Internet penetration and experience.


Yoon, H. and Lee, D. (2007), "The Exposure Effect of Unclicked Banner Advertisements", Taylor, C. and Lee, D. (Ed.) Cross-Cultural Buyer Behavior (Advances in International Marketing, Vol. 18), Emerald Group Publishing Limited, Bingley, pp. 211-229.

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