| Abstract: | Behavioural research has produced mixed results as to the various effects perceived bias can produce on message response. Though bias and unexpectedly unbiased messages have not been much researched in an advertising framework, perceived bias in advertising messages is an inherent problem. This study presents the results of an experiment designed to test the effect of bias and unexpectedness on message response in an advertising context. The results suggest bias may be more of a problem with advertisements using a comparative format. Unexpectedness, while less effective in comparative approaches, performed well in a non-comparative format. Unexpected messages appeared to produce greater attention to message content, suggesting that this tactic may result in lower advertising exposure levels producing response. |
