Premium
Decreasing advertising interference: The impact of comparable differences on consumer memory in competitive advertising environments
Author(s) -
Lee ByungKwan,
Lee WeiNa
Publication year - 2007
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20190
Subject(s) - recall , advertising , psychology , context (archaeology) , cognitive psychology , business , paleontology , biology
This study investigates the structural alignment processes in reducing memory interference in a competitive advertising context. In particular, an experimental study is carried out to understand how alignable (i.e., comparable) and nonalignable (i.e., noncomparable) attributes influence ad claim recall at differing levels of competitive ads. Findings indicate that recall of alignable attributes is higher than that of nonalignable attributes in the presence of ads for competing brands. Results from the study also suggest that nonalignable attribute recall decreases as the number of ads featuring competing brands increases from zero to two, whereas alignable attribute recall is not affected by increasing the level of competitive ads. Theoretical and managerial implications are discussed. © 2007 Wiley Periodicals, Inc.