Memory factors in advertising: the effect of advertising retrieval cues on brand evaluations

Article Abstract:

Because consumers may not make brand decisions during ad exposure, consumer memory for advertising is important. Yet, the cues typically available for brand decisions, such as the brand name, may not effectively retrieve the information thoughts, or feelings stored in memory from prior ad exposure. A laboratory experiment showed that advertising retrieval cues (i.e., other verbal or visual information from the ad) facilitated access of elements from the ad memory trace and affected brand evaluations. Two other factors, competitive ad interference (i.e., the number of competing brands advertising within a product category) and consumers' processing goals during ad exposure, also affected consumer ad memory and brand evaluations. (Reprinted by permission of the publisher.)

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Memory and evaluation effects in competitive advertising environments

Article Abstract:

A laboratory experiment replicates and extends prior research on how competitive advertising and retrieval cues affect consumer memory and evaluations of brands. The number and valence of competing ads, presence of ad retrieval cues, and valence of target ads were manipulated. A high level of competitive advertising varying in valence produced interference effects for recall and evaluations. Ad retrieval cues offset these effects and enhanced recall and evaluations even when there were no competing ads. Interference effects were more pronounced for recall of brand claims; cue effects were more pronounced for recall of cognitive responses and evaluations of the advertised brand. (Reprinted by permission of the publisher.)

Beliefs, opinions and attitudes, Attitudes, Product recalls

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Consumer learning: advertising and the ambiguity of product experience

Article Abstract:

Through a test framework, in which ads are viewed as potential theories to be verified by the product experience of consumers, the impact of ads on consumer knowledge is studied. One experiment reveals that decisions on product quality are not influenced by advertising when consumers are provided with unambiguous proof, but advertising is critical in its influence on decisions when consumers are faced with ambiguous proofs of quality. Advertising can affect quality decisions by influencing physical proof encoding, and the objective of high-share brands should be to create ads where acceptance occurs without interference of proof or learning.

Product management, Advertising, Brand choice

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