Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity

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 experim...

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Bibliographic Details
Published in:Journal of marketing 1994-07, Vol.58 (3), p.97-105
Main Authors: Kent, Robert J., Allen, Chris T.
Format: Article
Language:English
Subjects:
Advertising
Advertising research
Advertising to sales ratios
Brand identification
Brand names
Brands
Competition
Competitive advantage
Consumer attitudes
Consumer behavior
Consumer research
Consumers
Information attributes
Market strategy
Marketing
Memory
Memory interference
Memory recall
Research methods
Retention
Statistical analysis
Studies
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Summary: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.
ISSN:0022-2429
1547-7185
DOI:10.1177/002224299405800307