Competitive interference and consumer memory for advertising

Article Abstract:

This article reports the results of three experiments that examine memory interference in an advertising context. In Experiment 1, consumer memory for a brand's advertising was inhibited as result of subsequent exposure to ads for other products in that manufacturer's product line and ads for competing brands in the product class. Experiment 2 demonstrates analogous proactive interference effects. The results of Experiment 3 indicate that the presence of advertising for competitive brands changes the relationship between ad repetition and consumer memory. Repetition had a positive effect on recall only when there was little or no advertising for similar products. (Reprinted by permission of the publisher.)

Analysis, Advertising research, Consumers

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The effects of background music in advertising: a reassessment

Article Abstract:

Gorn's (1982) pioneering article on the effects of background music in advertising has spurred a significant controversy and inspired vigorous interest in the topic. Following the recommendation of Allen and Madden (1985), we conducted three experiments that attempted to replicate Gorn's results. Contrary to Gorn's findings, there was no evidence that product preferences can be conditioned through a single exposure to appealing or unappealing music. (Reprinted by permission of the publisher.)

Products, Advertising, Consumer behavior, Music

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