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Guohua Wu
To cite this article: Guohua Wu (2007) Applying the Rossiter-Percy Grid to Online Advertising
Planning, Journal of Interactive Advertising, 8:1, 15-22, DOI: 10.1080/15252019.2007.10722133
Guohua Wu
ABSTRACT: This article examines the role of product/brand type on Web site previsit intentions by framing Web site visits
according to the theory of planned behavior and applying the Rossiter-Percy grid to online advertising planning. The results show
that Web site previsit intentions differ among the four different product types (low vs. high involvement × informational vs.
transformational). Specifically, previsit intentions are higher for high involvement than for low involvement and for
transformational than for informational products. When a Web site visit occurs in certain circumstances, previsit intentions
relate positively to attitude toward the site, which partially mediates brand attitude changes for low involvement products and
fully mediates them for high involvement products. The author discusses implications for online advertising planning and
suggests some future research directions.
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In the age of the Internet, any marketer can set up a Web site When an online user must deal with an intrusive invitation to
to take advantage of its enormous potential for marketing a site visit (e.g., pop-up or pop-under), he or she likely
products and services, provide customer support, or determines whether to click through within split seconds. For
communicate with diverse stakeholders (Watson, Zinkhan, example, a full-screen interstitial promoting a detergent brand
and Pitt 2000). One of the greatest benefits of the Internet (e.g., Tide) may prompt a user to dismiss it quickly as
involves harnessing its interactivity, which enables a user and a annoying, but if another full-screen interstitial promotes a
marketer to converse without losing mass marketing scale cruise brand (e.g., Carnival), he or she may wait patiently for it
economies (Deighton 1996). For example, cluetrain.com to display or click on to the target site. The phenomenon
predicts that "markets are conversations" on the Internet, and exemplified in these examples presents some interesting
online marketers attempt to initiate conversations with their research questions: (1) Does product type play an important
target audience in various ways, ranging from static banners to role in influencing online consumers' previsit (i.e., pre-
animated banners to interstitials to pop-ups to pop-unders to exposure) intentions? and (2) Do previsit intentions influence
the recently invented video overlay ads. subsequent evaluations in terms of attitude toward the site and
attitude toward the brand if the visit occurs in certain
Such a variety of online advertising formats reflects online
circumstances? This article empirically addresses these two
marketers' consistent efforts to test online consumers' levels of
questions by framing Web site visits within the theory of
tolerance for commercial interruptions, which characterizes
planned behavior (Ajzen 1991) and applying the Rossiter-
the old one-way broadcast marketing paradigm. However, in
Percy (1987) grid to online advertising planning.
the new, two-way interactive marketing paradigm, the power
balance between consumers and marketers has tipped in favor BACKGROUND
of consumers, who have more and faster access to information
Site Previsit Intentions
than ever before (Urban 2005) and exert more control over
information flow (Ariely 2000). Consequently, their tolerance A site previsit is analogous to a "pre-exposure" in the
for commercial interruptions is low, as evidenced by the literature. Intention captures the motivational factors that
popular use of pop-up blockers. But that intolerance does not affect behavior and indicates how hard a person is willing to
mean they do not want any conversations with marketers. try or how much effort he or she will exert to perform the
Rather, they prefer to initiate the conversation and want to be behavior (Ajzen 1991). Therefore, site previsit intentions are
entertained and engaged on their own terms. The huge success similar to the concept of "pre-exposure motivation" (Putrevu
of search engine marketing by Google demonstrates online and Lord 2003), defined as an online consumer's likelihood of
consumers' efforts to seek out information from and visiting a Web site voluntarily or under volitional control.
interactions with online marketers. These intentions thus reflect the notion of an online consumer'
Journal of Interactive Advertising, Vol 8 No 1 (Fall 2007), pp. 14‐22.
© 2010 American Academy of Advertising, All rights reserved
ISSN 1525‐2019
15 Journal of Interactive Advertising Fall 2007
readiness, interest, or desire to interact with a Web site information processing, whereas low involvement means that
(MacInnis, Moorman, and Jaworski 1991) or the degree to the audience regards the perceived risk in the brand choice
which she or he willingly seeks out desired and deliberate decision as low enough to try it first. The second dimension of
exposure (Cho 1999; Raman and Leckenby 1998) prior to the product type pertains to the purchase motive, whether
actual visit. Previsit intentions emphasize an important aspect informational or transformational. Informational motives are
of the "under volitional control" concept, meaning that an negatively reinforcing and can be satisfied by providing
online consumer can decide at will to visit or not visit a Web information about the product or brand, with a corresponding
site. Any activities or factors that inhibit this exercise will emotional state. They include problem removal (from anger to
likely decrease previsit intentions. For example, pop-up ads relief), problem avoidance (from fear to relaxation),
that disrupt the flow state in which online consumers are incomplete satisfaction (from disappointment to optimism),
engrossed during a task (Hoffman and Novak 1996) may mixed approach avoidance (from guilt to peace of mind), and
drastically reduce their previsit intentions, which in turn may normal depletion (from mild annoyance to convenience). In
create a feeling of reactance (Brehm and Brehm 1981). contrast, transformational motives are positively reinforcing
and promise to enhance the user by bringing about a
By definition, previsit intentions encapsulate the motivational
transformation in the brand user's sensory, mental, or social
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behavior in question. The evaluation is based on beliefs about time and cognitive energy on product or brand choice
the attitude object, each of which links behavior to certain situations that bear higher perceived risks. Thus, online
positively or negatively valued attributes. Likewise, online consumers are more likely pay voluntary visits to high-
consumers may hold positive or negative attitudes toward involvement Web sites than to low-involvement Web sites.
visiting a specific product or brand type Web site because they
H1b: Previsit intentions are higher for a high-involvement
associate the site visit with positive or negative expenditures of
product type than for a low-involvement product type.
time and effort. For example, most online consumers consider
visiting a detergent site such as tide.com a waste of attention In the same study, Yoon and Kim (2001) find that the Internet
and time but regard visiting royalcarribean.com as is more suited for "thinking" products, such as automobiles
worthwhile. and shampoos, than for "feeling" products, such as fast food
and luxury watches. Similarly, Dahlen and Bergendahl (2001)
Subjective norms refer to the social pressure to perform or not
indicate that click-through rates are higher for functional
perform a particular behavior. In this context, online
products than for expressive products, which suggests online
consumers' subjective norm regarding visiting a specific type
consumers are more likely to search for information about
of product Web site reflects what important others think of
functional, thinking, or informational products than for
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power to shift toward more cooperative consumer-marketer and State Farm insurance in the high involvement,
interactions, which assumes that both consumers and informational quadrant.
marketers are willing and ready to interact. As a result, online
Participants
consumers who are less willing to interact voluntarily with
online marketers might react more negatively and hold a more One hundred fifteen students from the same university
unfavorable attitude toward the intended target Web site and volunteered to participate in the main study, which took place
the advertised brand than those who are more willing or ready in a computer lab, for extra credit. The participants' average
to do so. age was 22 years. Of the 115 participants, 37.4% (43) are men.
Approximately 73% work either part-time or full-time and
However, when someone has high previsit intentions, he or
work an average of 22 hours per week. More than 90% report
she also may have higher expectations and be more
that they felt comfortable or very comfortable performing
disappointed if the visit experience falls short of his or her
computer-related tasks, such as browsing the Web and
expectations; in turn, his or her attitude toward the site might
shopping on the Internet. They spend an average of 11.8 hours
be more negative as well. Thus,
per week on the Web. Fifty-seven percent said they have high-
H2a: If the site visit occurs in certain circumstances, an speed internet access (DSL or cable modem) at home.
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visit to this Web site today affect your perception of the deteriorate with repeated exposures, whereas expressive
advertised brand?" (five-point Likert-type scale, 1 "very products enjoy increasing click-through rates with repeated
negatively" and 5 "very positively"). This newly developed exposures. Therefore, online consumers may be more likely to
measure captures the net impact of a site visit experience on click on transformational products than informational ones if
brand attitude. Because these measures are very the products or brands are already familiar to them.
straightforward and concrete, single-item measures are
Table 1. Descriptive Statistics for the Three Key Variables in
adequate (Rossiter 2002). The attitude toward the Web site
the Study
measure relies on Chen and Wells's (1999) attitude toward the
site scale (α = .87 bayer.com; α = .92 snickers.com; α = .89
statefarm.com; α = .85 ford.com).
RESULTS
The descriptive statistics in Table 1 refer to the three key
variables in this study: previsit intention, attitude toward the
site, and brand attitude change. The test of H1a uses a general
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ford.com data sets produce the results featured in Table 2, toward high-involvement products but only indirect effects
which all support H2b and H2c. That is, previsit intentions (via attitude toward the site) on brand attitude change toward
have a significant impact on attitude toward the site, which in low-involvement products. This finding appears consistent
turn positively influences brand attitude change across four with the elaboration likelihood model predictions (Petty and
different product Web sites. However, regarding the mediating Caccioppo 1986). When online consumers display low previsit
role of attitude toward the site on brand attitude change, full intentions for low-involvement products, their limited
mediational effects emerge for low-involvement product types attention focuses on peripheral, non-product features and
(bayer.com and snickers.com), but only partial mediation feelings contained in the Web site, their brand information
appears to exist for high-involvement product types (Baron processing is low, and the effect of previsit intentions on brand
and Kenny 1986). Therefore, H2c is partially supported. attitude change operates through a peripheral route to
persuasion. In contrast, when online consumers display high
Table 2. The Mediating Effect of Attitude toward Site on
previsit intentions for high-involvement products, their strong
Brand Attitude Change
attention focuses on central, product-related features and
factual information, their brand information processing is
high, and their brand attitude change goes through a central
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route to persuasion.
Practical Implications for Online Advertising Planning
Although this study only tests one product Web site in each of
the four quadrants in the Rossiter-Percy grid, it still provides
some initial empirical evidence in support of the usefulness of
the grid for online advertising planning. By recognizing the
differential levels of previsit intentions that online consumers
display for different product types and their potential impacts
on attitude toward the target site and brand attitude change,
online marketers can adopt the offline advertising tactics
discussed by Rossiter, Percy, and Donovan (1991) to develop
their online advertising objectives and strategies. For example,
DISCUSSION Rossiter, Percy, and Donovan (1991) recommend that
This study applies the Rossiter-Percy grid to online advertising marketers in the low involvement, informational quadrant
planning by empirically investigating the differential levels of should adopt a simple problem-solution format in an
Web site previsit intentions for four different product types emotional portrayal of extreme benefit claim(s), though it is
(high vs. low involvement × informational vs. not necessary for consumers to like the ad. In online terms,
transformational) and the subsequent impact on advertising this recommendation implies that intrusive advertising may be
effectiveness measures, such as attitude toward the site and used to boost low previsit intentions. But because online
brand attitude change. The results of this study thus have consumers have a lower tolerance for such interruptions, they
important implications for online advertising planning. react more negatively to the ad and ultimately to the brand.
The evidence from this study pertaining to bayer.com suggests
The notion that product type influences previsit intentions is that it is not easy to overcome the effects of low previsit
intuitive and obvious, but little empirical research actually intentions on attitude toward the site or brand attitude
examines this relationship. For example, Putrevu and Lord change. Perhaps the participants believed their visit experience
(2003) develop four sets of propositions for the four different not worthwhile or had regrets about the visit. Thus, suggestive
product types in the FCB grid but just assume a relationship or seductive tactics should attempt to lure, rather than drive,
between product type and pre-exposure motivation. In them to a Web site visit. Original and entertaining ads or ads
contrast, this study explicitly tests the relationship between that offer incentives, such as a chance to win something in a
product type and previsit intentions. In addition, this study sweepstakes or accumulate reward points, may compel them
reveals that previsit intention has both direct and indirect to visit voluntarily. Again, it remains of paramount
effects (via attitude toward the site) on brand attitude change importance that online marketers in the low involvement,
20 Journal of Interactive Advertising Fall 2007
informational quadrant respect online consumers by communication tactics, at least moderately, to entice visits to
minimizing their use of intrusive tactics and maximizing the their Web sites.
power of creativity in ads and Web sites.
In summary, the old broadcast model of driving consumers to
For products in the high involvement, transformational Web sites may not be equally effective for some product types
quadrant, Rossiter, Percy, and Donovan (1991) recommend and even be ineffective in others (e.g., low involvement,
enabling the target audience to identify personally with the informational quadrant). In online environments, marketers
emotions and lifestyles associated with product use, as should try harder to take a soft sell approach by wooing
portrayed in the ad. The evidence in relation to the ford.com consumers into a conversation. If markets are conversations,
data set proves this point; the participants showed the highest as heralded by cluetrain.com, conversations are the bridges to
previsit intention, highest attitude toward the site, and most mutually beneficial relationships between brands and
positive brand attitude change. High previsit intentions for consumers-exactly what advertising and marketing
this product type clearly have overwhelmed any negative communications are all about.
perceptions associated with forced exposure. Thus, marketers
Limitation and Future Research Directions
of such products and services (e.g., vacations, fashion clothing)
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should employ a wide range of online advertising tactics to The current study uses the theory of planned behavior as a
drive, seduce, or lure visitors to experience their consumption conceptual foundation and applies the Rossiter-Percy grid to
situations in the real world. online advertising planning. Some might question the link
between pre-exposure or previsit intentions and post-exposure
For products in the low involvement, transformational
attitude toward the site, because once the visit takes place,
quadrant, Rossiter, Percy, and Donovan (1991) recommend
previsit intentions are no longer relevant. Although this study
that the target audience should be able to see that the emotion
relies on the theory of planned behavior, the exact mechanism
portrayed in the ad is unique and authentic, and they must like
by which previsit intentions influence attitude toward the site
the ad. The evidence from the current study for snickers.com
remains to be explored. For example, perhaps online
shows that the participants' previsit intentions are somewhat
consumers can experience regret and dissatisfaction, which
below neutral point, but their attitude toward the site is a little
would affect their site attitude negatively. Further research
higher than neutral; in particular, their brand attitude change
should investigate whether regret plays a mediating role in
is positive. These findings suggest that the participants must
previsit intention's impact on attitude toward the site and
have had a compelling experience on snickers.com. Online
attitude toward brand. In addition, product or brand type is
marketers in this quadrant should use an affect-laden
only one of the possible antecedents of previsit intentions;
approach to engage online consumers, and intrusive tactics
other factors such as the creative aspect of an online ad also
online are acceptable only if the emotional execution of the
should be investigated.
ads and Web sites is genuine and true. For example, Dove's
campaign for real beauty (www.campaignforrealbeauty.com) Three methodological weaknesses also mark this study. First,
connects with many women on a personal and emotional it tests only one product Web site from each of the four
level, elevating their previsit intentions for the soap brand. quadrants in the Rossiter-Percy grid. Second, the student
participants may find some of the stimulus product Web sites
Finally, for products in the high involvement, informational
less directly relevant. Third, this study took place in a
quadrant, the target audience must believe the benefit claims
laboratory setting and used extra credit as incentives to entice
because of an emotional portrayal, but they do not have to like
the participants to visit. Additional studies could adopt a field
the ad (Rossiter, Percy, and Donovan 1991). Evidence from
experimental approach, use real consumers and real
this study indicates that the participants' previsit intentions
incentives, and include more Web sites from each quadrant of
move below neutral point, but they hold a somewhat positive
the Rossiter-Percy grid.
attitude toward the site and somewhat positive brand attitude
change. Therefore, participants apparently did not react as REFERENCES
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