Can unconscious-conscious processing sequences enhance ad exposure outcomes

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Abstract

Can the sequence in which ad exposures are generated across various ad formats enhance or inhibit communication outcomes in low-involvement situations? This study compares the effect of self-selected and forced-exposure (or intrusive) ad exposure sequences with repeated exposures of single ad formats on brand recall, brand attitude and stimulus-based inclusion in the consideration set. Analysis of experimental data shows that the sequence of self-selected ad formats that induce pre-attentive processing of ad information followed by forced-exposure ad formats that induce conscious processing, leads to superior outcomes compared with others. Prior research on priming supports the findings and implications for media planning, are addressed.

Original languageEnglish
Pages (from-to)506-515
Number of pages10
JournalJournal of Brand Management
Volume18
Issue number7
DOIs
StatePublished - 1 May 2011

Keywords

  • forced exposure
  • implicit memory
  • pre-attentive processing
  • priming
  • self-selected exposure
  • synergy

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