search query: @journal_id 58 / total: 815
reference: 2 / 815
| Author: | Jewell, R.D. Unnava, H.R. |
| Title: | When competitive interference can be beneficial |
| Journal: | Journal of Consumer Research
2003 : SEP, VOL. 30:2, p. 283-291 |
| Index terms: | Brands Competition |
| Language: | eng |
| Abstract: | Previous research has seen competitive interference as undesirable due to its negative effects on brand-attribute recall. This article proposes that competitive interference is not inherently bad but may be beneficial under certain conditions. It is shown in the context of an established brand promoting a new attribute, that the new attribute information is interfered with by the brand's old attributes, causing lower retrieval. Nevertheless, in the presence of competitive advertising, old attribute information is suppressed, and new attribute information is successfully retrieved. |
SCIMA