haku: @author Shapiro, S. / yhteensä: 8
viite: 4 / 8
| Tekijä: | Shapiro, S. |
| Otsikko: | When an ad's influence is beyond our conscious control: Perceptual and conceptual fluency effects caused by incidental ad exposure |
| Lehti: | Journal of Consumer Research
1999 : JUN, VOL. 26:1, p. 16-36 |
| Asiasana: | Advertising Control Psychology Consumer behaviour USA |
| Kieli: | eng |
| Tiivistelmä: | Four studies were conducted to determine the level of processing that occurs during incidental ad exposure and the extent to which effects of such processing are driven by unconscious influences. Studies 1 and 2 indicate that the addition of semantically related product information in an ad facilitates activation of the product concept in memory. As a result, the advertised product is more likely to be included in a stimulus-based consideration set even when the perceptual features of the product under consideration do not match the features of the product depiction in the ad. Studies 3 and 4 indicate that when an ad is devoid of other product-related information, processing is limited to a simple feature analysis. Furthermore, all 4 studies provide strong evidence that the response bias caused by incidental ad exposure is due to unconscious influences. |
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