Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity
通过实验发现，熟悉品牌的广告信息更容易被消费者记住，且受竞争对手广告干扰的影响较小，这对成熟品牌和新品牌的营销策略有启示。
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.