This study examines the effectiveness of elevator TV advertising by investigating how visual complexity and information accessibility influence viewer responses. Drawing on processing fluency theory, it compares one- and two-layer advertisement formats with and without QR codes. An experimental design was employed to assess the main and interaction effects of advertisement format and QR code accessibility. Electroencephalogram data were also collected to measure viewers’ concentration across different advertisement designs. The results indicate that QR code presence significantly improves viewer responses, whereas visual complexity alone has no significant effect. However, a significant interaction between visual complexity and QR code accessibility suggests that QR codes are more effective in simpler formats in spatially constrained environments, enhancing advertising effectiveness overall.
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Yoon et al. (2026) studied this question.
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