An evaluation of the effect of technology readiness on attitudes towards advertisements and recall in new and traditional media

There are many factors that determine cognitive, affective and behavioral reactions towards advertisements. In addition appeal, the messages given and creative strategy - which are the characteristics specific to advertisement-, the medium they are broadcast is also effective in consumer reactions towards advertisements. Consumer reactions towards advertisements broadcast in different media differ due to the characteristics of these media. However; no research has been found in the related literature focusing on the reasons why consumer attitudes differ when they are broadcast in new or traditional media. This study aims to explore the effect of technology readiness variable on consumers' attitudes and recall towards the advertisements broadcast in new and traditional media. New media is a technology-based system and it is emphasized that the attitudes towards the content provided in these system are highly affected by technology readiness. In this study, it was claimed that there is a significant relationship between technology readiness and consumers' attitudes towards advertisements and recall in new and traditional media, and the hypotheses set accordingly were tested through a quasi-experimental design. The data analyzed revealed a significant relationship between technology readiness and consumers' attitudes towards advertisements both in new and traditional media. As for the "recall" variable, while technology readiness was found to be highly explanatory in new media, "optimism" was found to be determinant dimension in recalling advertisements later on. In traditional media, these dimensions were found to be less explanatory, and "discomfort" and "insecurity" were determinant in not recalling the elements in advertisements later on. Keywords: Technology readiness, new media, traditional media, attitude toward the ad, recall