Don’t Cry for No Click-ons! Exploring The Mere Exposure Effect and Arousal Theory


Shao-Kang Lo
Ai-Yun Hsieh


This study aims to verify how keyword advertisers can capture consumer attention in SERPs and thus improve consumer attitudes toward those brands. Across two experimental studies, the results found that the consumers were exposed to brands in keyword ads during search tasks, and the brands that were shown multiple times received better brand attitudes than those which were only displayed once. This study is based on how arousal determines cognitive resource allocation and found that arousal moderates the relationship between the length of exposure to keyword ads and brand attitudes after consumers enter the SERPs. For consumers in a high-arousal state, the effect of repeated exposure to keyword ads will be weakened. However, for low-arousal scenarios, consumers have relatively more resources to allocate to peripheral information, which enhances the effect of repeated exposure to keyword ads.

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Published Date: 

February, 2024

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