First, for the most forced-exposure level (forced exposure with no skip option), subjects saw only the banner ad on the screen for a brief period of time, before moving to the desired website and ultimately to the page where they originally wanted to go.
The main independent variable of the study was the degree of the forced exposure. This variable was manipulated by using four different banner presentation formats.
The first hypothesis states that a higher degree of forced exposure to the banner ad will yield a higher level of banner ad perception.
To check the rank order of the perception rate for each treatment condition (i.e., degree of forced exposure), three sequential paired t-tests comparing perception proportion differences among the four treatment conditions were conducted.
The second hypothesis states that a higher degree of forced exposure in the banner ad will yield a higher clickthrough rate.
To check the rank order of the perception rate for each treatment condition (i.e., degree of forced exposure), three sequential paired t-tests comparing clicking proportion differences among the four treatment conditions were conducted.
Unexpectedly, as shown in Table 5.1, the mean bannerattitude index score for "Forced Exposure with No Skip Option" (M = 3.38) was significantly higher than that for "Forced Exposure with Skip Option" (M = 3.26).
Second, to check the rank order of attitude toward the brand for each treatment condition (i.e., degree of forced exposure), three sequential paired t-tests comparing mean differences in attitude toward the brand for each treatment condition were conducted.
Similar paired t-tests were conducted to check the relationship between the degree of forced exposure and purchase intention.