The effects of incidental ad exposure on the formation of consideration sets

Article Abstract:

This study extends research on incidental ad exposure by examining whether incidental exposure to an ad increases the likelihood that a product depicted in the ad will be included in a consideration set. Incidental ad exposure implies that an ad receives minimal attentional resources while other more relevant information is being processed. Results suggest that the incidental exposure effect is fairly robust, occurring across a variety of factors (when the consideration set formation context was memory or stimulus based, when the buying situation was familiar or unfamiliar, and across two different product classes). Further, these effects were found despite subjects' lack of explicit memory for the ads. (Reprinted by permission of the publisher.)

Advertising, Consumer behavior

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Alternative models of categorization: toward a contingent processing framework

Article Abstract:

Widely different accounts of how people categorize new instances have been advanced in recent years. This article reviews these alternative formulations with a particular focus on the use of concrete category exemplars (from prior experience) as an alternative to category-defining rules and prototypes. It advances a contingent processing formulation that emphasizes the flexibility of the information processing system in its response to important contextual factors, and describes empirical procedures useful in identifying categorization processes. (Reprinted by permission of the publisher.)

Consumer education, Categorization (Psychology)

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The role of imagery in information processing: review and extensions

Article Abstract:

Mental imagery is receiving increased attention in consumer behavior theory and research. This article describes imagery, characterizing it as a processing mode in which multisensory information is represented in a gestalt form in working memory, and discusses research on the unique effects of imagery at low levels of cognitive elaboration. It specifies researchable propositions for the relationship between high elaboration imagery processing and consumer choice and consumption behaviors. Finally, it reviews specific methods for studying imagery. (Reprinted by permission of the publisher.)

Imagery (Psychology)

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