Does Advertising Clutter Have Diminishing and Negative Returns?

Ha, Louisa; Litman, Barry R.

doi:10.1080/00913367.1997.10673516

Cited by 80 publications

(46 citation statements)

References 15 publications

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“…First, attention has not been easy to account for in some previous studies (Shapiro, MacInnis, Heckler, & Perez, 1999), in that subjects could have attended to the ads, but the same effect surfaced because the stimuli were not interesting (as suggested above). Second, advertising screening and memory without recall are common in real life (Krugman, 1986(Krugman, , 1988, and in the increasing advertising clutter (Ha & Litman, 1997;Shapiro, MacInnis, Heckler, & Perez, 1999) it is important to adjust to consumers' limited attention spans.…”

Section: Ad Recallmentioning

confidence: 99%

Advertising weak and strong brands: Who gains?

Dahlén

Lange

2005

Psychology & Marketing

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The authors present an empirical study that compares advertising for a weak brand and advertising for a strong brand. The results indicate that brand attitude and purchase intention for the weak brand are higher when subjects cannot recall the ad. The opposite is found for the strong brand. Comparisons between single-brand ads and a joint ad reveal that ad-evoked brand recall increases for the weak brand in the joint ad and decreases for the strong brand. Furthermore, brand attitude and purchase intention are lower in the joint ad for the weak brand and higher for the strong brand. The study adds new insights to the literature on brand exposure without recall and the literature on joint advertising.

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Section: Ad Recallmentioning

confidence: 99%

Advertising weak and strong brands: Who gains?

Dahlén

Lange

2005

Psychology & Marketing

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“…As outlined in the Introduction, previous research on the impact of advertising has focussed on how effectively adverts can deliberately manipulate people into believing things that aren't true (e.g., Braun et al, 2002, Rajagopal & Montgomery, 2011. Research has also focussed on how both competitive and non-competitive clutter can reduce the effectiveness of advertisements (e.g., Kent & Allen, 1993;Ha & Litman, 1997;Pieters et al, 2002).…”

Section: False Memories For Competitor Brands 21mentioning

confidence: 99%

“…There are increasing numbers of advertisements shown on television and the effects of this 'clutter', both competitive and non-competitive, have been investigated (e.g., Kent & Allen, 1993;Ha & Litman, 1997;Pieters, Warlop & Wedel, 2002).…”

Section: Introductionmentioning

confidence: 99%

Television advertisements create false memories for competitor brands.

Sherman¹,

Follows²,

Mushore³

et al. 2015

Journal of Applied Research in Memory and Cognition

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False memories can be created using the Deese-Roediger-McDermott (DRM) paradigm. This paradigm has been used to induce false memories for words, pictures and has been extended to induce false memories of brand names. We present the first experimental evidence that false memories can be created for competitor brands using television adverts. In the first experiment, participants saw sets of adverts for related products (e.g., types of chocolate), in the second, they watched a television programme interspersed with advertisements. False memories for related but non-presented brands occurred in both experiments. In the second experiment, in which participants were tested using a R(emember)/K(now)/G(uess) recognition task immediately and a week later, correct memory for presented brands decreased over time whilst false memories increased. The findings pose a challenge both for advertisers and for current theories of false memory particularly because the increase in false memory is in the detailed R(emember) responses.

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“…This result demonstrates that sponsored links offer website owners a substantially different alternative to banner ads and to other online communication forms. This is an essential point that deserves more detailed research in particular by researchers who study issues related to ad clutter (Ha and Litman 1997). Two different approaches are possible.…”

Section: Discussionmentioning

confidence: 98%

Information search and paid results — proposition and test of a hierarchy-of-effect model

Gauzente

2009

Electron Markets

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Search engines stand as the first entry point to internet resources for 70% of users. The results page is therefore an appealing place for advertising in the form of sponsored links also called paid results. Yet little academic knowledge has been developed to understand users' perceptions and behaviors toward sponsored links. In particular it is of foremost importance to delineate factors that influence click intention and behavior. This paper proposes a hierarchy-of-effects model in order to understand surfers' click on sponsored links. An empirical study is conducted over 349 participants confronted to three different Search Engine Result Pages (SERP) representing three search situations. Results indicate a significant relationship between attitude toward sponsored links and behavioral intention. In addition, past satisfaction is found to significantly predict click behavior. The contribution of this study for both researchers and practitioners is discussed.

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Does Advertising Clutter Have Diminishing and Negative Returns?

Cited by 80 publications

References 15 publications

Advertising weak and strong brands: Who gains?

Advertising weak and strong brands: Who gains?

Television advertisements create false memories for competitor brands.

Information search and paid results — proposition and test of a hierarchy-of-effect model

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