search query: @author Bijmolt, T. / total: 3
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| Author: | Pieters, R. Bijmolt, T. |
| Title: | Consumer memory for television advertising: a field study of duration, serial position, and competition effects |
| Journal: | Journal of Consumer Research
1997 : APR, VOL. 23:4, p. 362-372 |
| Index terms: | TELEVISION ADVERTISING MARKETING CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | The authors simultaneously analyze the impact of consumer memory of the duration and serial position of a commercial and of the number of competing commercials in a bloc using a marketplace database of 2,677 television commercials. The results indicate that duration, competition, and the time lag until the onset of a commercial in a bloc have large effect sizes, while primacy and recency have only modest effect sizes. By decomposing serial position into its ordinal and time-lag aspects, this study shows that recency effects are masked by the time until the onset of a commercial in a bloc. |
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