A tale of two studies: Replicating "advertising effectiveness and content evaluation in print and on the web"

We replicate, using adult web users, a study comparing advertising effectiv eness and content evaluation in print and on the web (Gallagher, Foster, an d Parsons, 2000). As in the original study involving students, the replicat ion found that advertising was equally effective in the two media. However, while the original study found that evaluation of an article containing ad vertising was lower when it appeared on the web than when it appeared in pr int, this result was not replicated. Examination of two subgroups showed th at results for the subgroup resembling the student sample were consistent w ith the original study. We propose conditions under which student samples a re appropriate.