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

1994 ◽  
Vol 58 (3) ◽  
pp. 97 ◽  
Author(s):  
Robert J. Kent ◽  
Chris T. Allen
Keyword(s):  
Interference Effects ◽  
Brand Familiarity ◽  
Competitive Interference ◽  
Consumer Memory

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

1994 ◽  
Vol 58 (3) ◽  
pp. 97-105 ◽  
Author(s):  
Robert J. Kent ◽  
Chris T. Allen
Keyword(s):  
Exposure Time ◽  
Product Information ◽  
New Product ◽  
Factorial Experiment ◽  
Interference Effects ◽  
Brand Familiarity ◽  
Competitive Interference ◽  
Consumer Memory ◽  
Interference Studies

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.

scholarly journals Few Body Effects in the Electron and Positron Impact Ionization of Atoms

Atoms ◽  
2021 ◽  
Vol 9 (2) ◽  
pp. 33
Author(s):  
R.I. Campeanu ◽  
Colm T. Whelan
Keyword(s):  
Electron Impact ◽  
Cross Sections ◽  
Differential Cross ◽  
Impact Ionization ◽  
Inert Gas ◽  
Interference Effects ◽  
Positron Impact ◽  
Competing Interactions ◽  
Energy Sharing

Triple differential cross sections (TDCS) are presented for the electron and positron impact ionization of inert gas atoms in a range of energy sharing geometries where a number of significant few body effects compete to define the shape of the TDCS. Using both positrons and electrons as projectiles has opened up the possibility of performing complementary studies which could effectively isolate competing interactions that cannot be separately detected in an experiment with a single projectile. Results will be presented in kinematics where the electron impact ionization appears to be well understood and using the same kinematics positron cross sections will be presented. The kinematics are then varied in order to focus on the role of distortion, post collision interaction (pci), and interference effects.

Role of current oscillations in ac-dc interference effects inNbSe3

1984 ◽  
Vol 30 (4) ◽  
pp. 2279-2281 ◽  
Author(s):  
R. P. Hall ◽  
A. Zettl
Keyword(s):  
Interference Effects ◽  
Current Oscillations

Competitive Interference and Consumer Memory for Advertising

1988 ◽  
Vol 15 (1) ◽  
pp. 55 ◽  
Author(s):  
Raymond R. Burke ◽  
Thomas K. Srull
Keyword(s):  
Competitive Interference ◽  
Consumer Memory

scholarly journals Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory

2017 ◽  
Vol 29 (1) ◽  
pp. 37-48 ◽  
Author(s):  
Cathy Nguyen ◽  
Jenni Romaniuk ◽  
Margaret Faulkner ◽  
Justin Cohen
Keyword(s):  
Return On Investment ◽  
Brand Name ◽  
Interference Theory ◽  
Advertising Expenditure ◽  
Competitive Interference ◽  
Negative Effect ◽  
Neutral Effect ◽  
Better Than

Abstract Co-branded advertising, where advertisements feature two partnered brands from different categories, should ideally benefit both brands. We test this assertion by studying the effect of featuring a second brand in advertisements on ad and brand name memorability, and the role of category context on which brand is recalled. Our test covers online display advertisements for consumer-packaged brands paired with charity and retailer brands in three markets (USA, UK, and Australia). Independent sample comparisons across 54 brand pairs show that advertising two brands has a neutral effect on ad memorability and negative effect on brand memorability. Furthermore, the advertisement’s category context determines which of the brands is recalled. Our findings support a competitive interference theory of dual-brand processing, whereby the two brands compete for attention resources. The results have implications for the return on investment from advertising expenditure, which will vary substantively depending on whether the costs of advertising are shared or borne by one brand in the pair.

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