Competitive Interference and Consumer Memory for Advertising
Bibliographic Data
| ID | 2995390 |
|---|---|
| Authors | Raymond R Burke, Thomas K Srull |
| Year | 1988 |
| Volume | 15 |
| Issue | 1 |
| Pages | 55 |
| Publication date | 1988-06-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1086/209145 |
| OpenAlex | W1975707616 |
| Language | EN |
| Citations received | 46 |
| References cited | 15 |
This article reports the results of three experiments that examine memory interference in an advertising context. In Experiment 1, consumer memory for a brand's advertising was inhibited as a result of subsequent exposure to ads for other products in that manufacturer's product line and ads for competing brands in the product class. Experiment 2 demonstrates analogous proactive interference effects. The results of Experiment 3 indicate that the presence of advertising for competitive brands changes the relationship between ad repetition and consumer memory. Repetition had a positive effect on recall only when there was little or no advertising for similar products
Advertising · Business · Consumer research · Consumer Market Behavior and Pricing · Experimental Behavioral Economics Studies · Game Theory and Applications · Psychology
When Competitive Interference Can Be Beneficial
Determinants of Trademark Dilution
Comparing Dynamic Consumer Choice in Real and Computer-Simulated Environments
The Persuasion Knowledge Model
Choices from Sets Including Remembered Brands
Memory and Evaluation Effects in Competitive Advertising Environments
Peripheral Persuasion and Brand Choice
Advertising Repetition and Variation Strategies
Consumer Memory for Television Advertising
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
Advertising Repetition
When Bigger Is Better (and When It Is Not)
Organizational Factors Affecting Individuals to Donate to NPOs in the Turkish Context
Effects of Retrieval Practice on Consumer Memory for Brand Attributes
An Empirical Study Examining the Impact of Gambling Advertisements on Adolescent Gambling Attitudes and Behaviors
Effects of Retrieval Practice on Consumer Memory for Brand Attributes
Disease Awareness and Prescription Drug Communications on Television
Brand awareness in complex communication ecosystems
The power of creative advertising
The Impact of User-Generated Content and Traditional Media on Customer Acquisition and Retention
The Creative Knife
The Role of Psychological Distance in Enhancing Identity-Relevant Brand Awareness
Shared Brand Equity
Hybrid Strategy—Interference or Integration? How Corporate Communication Impacts Consumers’ Memory and Company Evaluation
Formatos de publicidad no convencional en televisión versus spots
Consumer Responses to Print Advertisements Featuring Gay Males Over Time
The Effects of Contextual Priming in Print Advertisements
The convergence or divergence of design characteristics in determining the recall and persuasiveness of seaside destination slogans
Advertising and publicity
The changing context of consumer psychology
A consumer behavior approach to modeling monopolistic competition
Source Memory Is More Accurate for Opinions than for Facts
Advertising for Attention in a Consumer Search Model
Issue Convergence Is Nothing More than Issue Convergence
How Large and Long-lasting Are the Persuasive Effects of Televised Campaign Ads? Results from a Randomized Field Experiment
A Sweet Romance
Knowing Too Much
Practice Makes Perfect? When Does Massed Learning Improve Product Usage Proficiency
How Enjoyable Was It? Remembering an Affective Reaction to a Previous Consumption Experience
The Moderating Influence of Advertising Context on Ad Repetition Effects
Retrieval Disruption in Collaborative Groups due to Brand Cues
Memory Interference in Advertising
A Meta-analysis of the Spacing Effect in Verbal Learning
The Devaluation Effect
Investigating the Effectiveness of Product Placements in Television Shows
We're at as Much Risk as We Are Led to Believe
Statistical principles in experimental design.
Search of associative memory.
Recognition memory for words, sentences, and pictures
On Methods in the Analysis of Profile Data
A spreading-activation theory of semantic processing.
The recall and use of traits and events in social inference processes
In search of reliable persuasion effects
In search of reliable persuasion effects
The Effects of Television Commercial Repetition on Cognitive Response and Message Acceptance
Retrieval selectivity in memory-based impression judgments
Consumer Initial Processing in a Difficult Media Environment
Warmth in Advertising
Audience Involvement in Advertising
Effects of Initial Product Judgments on Subsequent Memory-Based Judgments
Examining the Vividness Controversy
| Unique citing works | 46 |
|---|---|
| Citations per year | 1,21 |
| Citation span | 1988 - 2026 (39) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 37 |