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Memory Interference in Advertising: A Replication and Extension

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  • Kumar, Anand
  • Krishnan, Shanker

Abstract

Memory for information in an ad can be detrimentally affected by exposure to another ad if the pictures in the two ads are similar. This has been termed contextual interference and has been shown to affect unfamiliar brands featured in an ad. Two studies were conducted to replicate the interference effect on unfamiliar brands and to examine whether familiar brands will be affected. The results replicate the interference effect on unfamiliar brands, demonstrating the robustness of the phenomenon. The results also show that claims about familiar brands are affected, qualifying previous research that shows that familiar brands are relatively impervious to competitive interference. Copyright 2004 by the University of Chicago.

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  • Kumar, Anand & Krishnan, Shanker, 2004. "Memory Interference in Advertising: A Replication and Extension," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(4), pages 602-611, March.
    • Handle: RePEc:oup:jconrs:v:30:y:2004:i:4:p:602-11
    DOI: 10.1086/380292
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    Cited by:

    1. Béatrice Parguel & Thierry Delécolle & Aïda Mimouni Chaabane, 2020. "Does Fashionization Impede Luxury Brands’ CSR Image?," Sustainability, MDPI, vol. 12(1), pages 1-16, January.
    2. Aîda Mimouni & Ouidade Sabri-Zaaraoui & Béatrice Parguel, 2010. "Competitive Advertising Within Store Flyers: A Win-Win Strategy?," Post-Print halshs-00634439, HAL.
    3. Gijsenberg, Maarten J., 2014. "Going for gold: Investigating the (non)sense of increased advertising around major sports events," International Journal of Research in Marketing, Elsevier, vol. 31(1), pages 2-15.
    4. Becker, Maren & Gijsenberg, Maarten J., 2023. "Consistency and commonality in advertising content: Helping or Hurting?," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 128-145.
    5. Beth L. Fossen & David A. Schweidel & Michael Lewis, 2019. "Examining Brand Strength of Political Candidates: a Performance Premium Approach," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 6(3), pages 63-75, December.
    6. Oksana Loginova, 2005. "Competing for Customers' Attention: Advertising When Consumers Have Imperfect Memory," Working Papers 0510, Department of Economics, University of Missouri, revised 15 Dec 2006.
    7. T. Bettina Cornwell & Michael S. Humphreys & Emerald A. Quinn & Anna R. McAlister, 2012. "Memory of Sponsorship-Linked Marketing Communications," SAGE Open, , vol. 2(4), pages 21582440124, December.
    8. Mimouni Chaabane, Aîda & Sabri, Ouidade & Parguel, Béatrice, 2010. "Competitive advertising within store flyers: A win–win strategy?," Journal of Retailing and Consumer Services, Elsevier, vol. 17(6), pages 478-486.

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