Article’s

This study investigates the E‑Triggering Effect, defined as the process by which e‑commerce advertisements activate problem recognition in consumer buying behaviour. Problem recognition is the first and most critical stage of the Engel‑Kollat‑Blackwell model, yet it has received limited empirical attention compared to later stages such as purchase intention or brand attitude. The research addresses four specific gaps: the direct effect of e‑commerce ads on problem recognition, the role of personalisation, the influence of scarcity cues, and the moderating effect of product involvement. A quantitative, causal‑explanatory design was adopted using two between‑subjects experiments. Experiment 1 employed a 2 (personalisation: personalised vs. generic) × 2 (scarcity: present vs. absent) design with 120 participants. Experiment 2 employed a 2 (product involvement: low vs. high) × 2 (ad type: e‑commerce ad vs. no ad control) design with another 120 participants. Problem recognition was measured using a validated 7‑point Likert scale. Independent samples t‑tests and two‑way ANOVA were used for analysis. The results supported all four hypotheses. E‑commerce advertisements significantly increased problem recognition compared to no ad exposure (t(118) = 9.97, p < 0.001). Personalised ads triggered stronger problem recognition than generic ads (t(118) = 7.08, p < 0.001). Ads containing scarcity cues produced higher problem recognition than those without scarcity cues (t(118) = 4.51, p < 0.001). A significant interaction effect (F(1,116) = 12.7, p < 0.001) revealed that the triggering effect of ads was stronger for low‑involvement products than for high‑involvement products. These findings confirm that e‑commerce advertisements effectively trigger problem recognition, and that personalisation, scarcity cues, and product involvement significantly moderate that effect. The study provides actionable insights for digital marketers seeking to design ads that initiate consumer decision‑making at the earliest possible stage.