TY - JOUR
T1 - Creative Advertising Executions Encourage the Processing Advantages of Product Familiarity
AU - Huhmann, Bruce A.
AU - Limbu, Yam B.
PY - 2020/5/3
Y1 - 2020/5/3
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85084376795&partnerID=8YFLogxK
U2 - 10.1080/10641734.2020.1726842
DO - 10.1080/10641734.2020.1726842
M3 - Article
AN - SCOPUS:85084376795
SN - 1064-1734
VL - 41
SP - 206
EP - 228
JO - Journal of Current Issues and Research in Advertising
JF - Journal of Current Issues and Research in Advertising
IS - 2
ER -