The value of ambient communication from a consumer perspective

Abstract

Ambient communication, in which nontraditional media are creatively employed to implicitly communicate a target message, is increasingly popular. Advertising on eggs, elevator panels, and public fountains are all real-life examples of this. In the present study we investigate the value of ambient communication from a consumer perspective. More specifically, we argue that advertising communicated through congruent nontraditional (ambient) media enhance consumer perception of advertising value compared to advertising placed in traditional or incongruent nontraditional (non-ambient) media. We also argue that ambient ad placements are seen as a sign that the brand cares about consumers. The results of an experimental study support our logic; to fulfill its potential advertising in nontraditional media needs to be aligned with the message being communicated. When this is the case, ambient communications help create equitable exchanges between consumers and brands as indicated by positive effects on perceptions of advertising value and consumer care.

Keywords::

• ambient communication
• advertising value
• consumer case
• communication effects
• nontraditional advertising

Acknowledgements

The authors gratefully acknowledge the generous financial support provided by the Torsten and Ragnar Söderberg's Foundation and Jan Wallander's and Tom Hedelius' Foundation that made this research possible.

Additional information

Notes on contributors

Sara Rosengren

Sara Rosengren is Associate Professor at the Stockholm School of Economics and a board member of the European Advertising Academy. Her research on creative brand communications has been published in leading academic journals such as Journal of Advertising, Journal of Advertising Research, Journal of Brand Management, and International Journal of Advertising. Rosengren is passionate about bridging the gap between marketing academy and practice. She is frequently invited to speak at academic institutions, industry seminars, and company get-togethers, and is a popular columnist in Sweden's leading advertising industry newspaper.

Erik Modig

Erik Modig is Assistant Professor at the Stockholm School of Economics. His research centers on advertising creativity and effectiveness, as well as the underlying explanation in the mind of the consumer. His research is published in journals such as Journal of Advertising, International Journal of Advertising, and Journal of Marketing Communications. He has years of experience of teaching advertising strategy and creativity at both undergraduate and graduate level. Modig is a popular teacher and a demanded speaker at organizations and conferences, where he holds lectures within the area of consumer psychology and creativity.

Micael Dahlén

Micael Dahlén is Professor of Marketing at the Stockholm School of Economics. His research aims at merging creativity, business, and consumer value. His research has been published in leading academic journals such as Journal of Advertising, Journal of Advertising Research, Journal of Brand Management, and International Journal of Advertising.