Competitive Interference and Consumer Memory for Advertising

1988/06/01 by Raymond R. Burke, Thomas K. Srull · 6 citations
Decision Sciences · Business, Management and Accounting · Social Sciences · #Game Theory and Applications #Consumer Market Behavior and Pricing #Experimental Behavioral Economics Studies

paper · doi:10.1086/209145

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 a 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.

Citations

• Critical issues in interference theory
• On Methods in the Analysis of Profile Data
• Obliviscence during Sleep and Waking
• The Influence of Degree of Interpolated Learning on Retroactive Inhibition and the Overt Transfer of Specific Responses

Cited by

• A Meta-analysis of the Spacing Effect in Verbal Learning: Implications for Research on Advertising Repetition and Consumer Memory
• The Impact of Advertising Creativity on the Hierarchy of Effects
• Influencer selection under budget constraints: a learning approach
• A Knowledge-Based System for Advertising Design
• Consumer Attitude Metrics for Guiding Marketing Mix Decisions
• The Impact of User-Generated Content and Traditional Media on Customer Acquisition and Retention

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• Effectiveness of brand placements in music videos on viewers’ brand memory, brand attitude and behavioral intentions
• Parallel Experimentation and Competitive Interference on Online Advertising Platforms