Memory Interference in Advertising

A Replication and Extension

Dados Bibliográficos

ID2215295
AutoresAnand Kumar (0000-0002-5414-6334), Shanker Krishnan (0000-0002-3351-0715)
Ano2004
Volume30
Fascículo4
Páginas602-611
Data de publicação2004-03-01
Open AccessNão
TipoARTICLE
PeriódicoJournal of Consumer Research (JOURNAL)
Identificadores do periódicoISSN: 0093-5301 • E-ISSN: 1537-5277
EditoraOxford University Press (OUP) (PUBLISHER)
DOI10.1086/380292
OpenAlexW2173236587
IdiomaEN
Citações recebidas6
Referências citadas9

Memory for information in an ad can be detrimentally affected by exposure to another ad if the pictures in the two ads are similar. This has been termed contextual interference and has been shown to affect unfamiliar brands featured in an ad. Two studies were conducted to replicate the interference effect on unfamiliar brands and to examine whether familiar brands will be affected. The results replicate the interference effect on unfamiliar brands, demonstrating the robustness of the phenomenon. The results also show that claims about familiar brands are affected, qualifying previous research that shows that familiar brands are relatively impervious to competitive interference

Advertising · Affect (linguistics) · Biology · Business · Cognition · Cognitive psychology · Interference (communication) · Interference theory · Phenomenon · Replicate · Replication (statistics) · Robustness (evolution) · Telecommunications · Working memory · Child and Animal Learning Development · Communication · Computer Science · Mathematics · Memory Processes and Influences · Neural and Behavioral Psychology Studies · Neuroscience · Psychology · Social Psychology