Creative Advertising Executions Encourage the Processing Advantages of Product Familiarity

Bruce A. Huhmann, Yam B. Limbu

Research output: Contribution to journalArticlepeer-review

4 Scopus citations


Despite ease of processing from greater prior knowledge and expertise, high-familiarity consumers often fail to process product-specific information more than low-familiarity consumers. This paradox of familiarity makes reaching consumers particularly difficult for new brands of familiar products. A creative execution corollary proposes that sufficiently engaging executions should motivate advertising engagement such that high-familiarity consumers’ experience and well-developed associative networks permit them to locate and retain relevant information better than low-familiarity consumers. Two experiments demonstrate that sufficient creative executions (i.e., humor and/or athlete endorsers) enhance attention, processing, and recall of brand-relevant information for a familiar versus unfamiliar product, but no difference when advertisements feature insufficient or no creative executions.

Original languageEnglish
Pages (from-to)206-228
Number of pages23
JournalJournal of Current Issues and Research in Advertising
Issue number2
StatePublished - 3 May 2020


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