Our newsletterUnusual ambient ads and one-off stunts were both tied to higher purchase intent and better brand attitude
Experimental
- Reader Note:
- Survey of 344 mall shoppers at three malls in Jeddah, Saudi Arabia, May 2023; convenience sample, not random. The chart shows standardized path coefficients from a structural equation model: higher means a stronger link, on a comparable scale. They are not percentages. All four links were statistically significant (p ≤ 0.003). Both outcomes are self-reported attitudes and intentions, not actual purchases, so the study shows links, not proof that the tactics cause the outcomes. Respondents rated “these ads” without the paper naming the campaigns.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- None
- Sample:
- Convenience sample of 450 customers from three malls in Jeddah; 370 responses returned, 344 valid questionnaires analyzed.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This was measured in one market. It may not hold where you are.
- The two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
- The source talks about this as cause and effect — that is its reading, not a finding.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- The source says how much it looked at, but not how any of it was chosen.
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ExperimentalTrend
One-off public stunts like flash mobs were tied more to brand attitude (0.33) than to purchase intent (0.21)
Trend
Idea
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