No abstract

Although consumers often encounter ads for familiar brands, previous advertising interference studies have used ads for low-familiarity brands. The authors focus on brand familiarity's role in increasing ad memorability and moderating competitive interference. They conducted a factorial experiment varying the familiarity of brands featured in test and competing ads. With differences in ad executions, prior exposure, processing objectives, and exposure time experimentally controlled, subjects displayed substantially better recall of new product information for familiar brands. Their findings suggest that established brands have important advantages in advertising: Consumers should be more likely to recall ad information, and their memory should be less affected by exposure to competitors’ ads. The authors conclude with implications for the marketing of new and mature brands.

No abstract

No abstract

Classical conditioning has become a focus of growing interest as a basic framework for interpreting advertising effects. This article argues that a more precisely specified, affective-conditioning hypothesis merits close attention from consumer researchers, in part because little unequivocal evidence is available to uphold its viability. A study that extends Gorn's (1982) recent investigation of affective conditioning is reported.The new data furnish little support for the affective-conditioning hypothesis and implicate an alternative theoretical explanation.