Can Unconscious-Conscious Processing Sequences Enhance Ad Exposure Outcomes
Document Type
Article
Publication Date
5-1-2011
Abstract
Can the sequence in which ad exposures are generated across various ad formats enhance or inhibit communication outcomes in low-involvement situations? This study compares the effect of self-selected and forced-exposure (or intrusive) ad exposure sequences with repeated exposures of single ad formats on brand recall, brand attitude and stimulus-based inclusion in the consideration set. Analysis of experimental data shows that the sequence of self-selected ad formats that induce pre-attentive processing of ad information followed by forced-exposure ad formats that induce conscious processing, leads to superior outcomes compared with others. Prior research on priming supports the findings and implications for media planning, are addressed.
DOI
10.1057/bm.2011.9
MSU Digital Commons Citation
Chatterjee, Patrali, "Can Unconscious-Conscious Processing Sequences Enhance Ad Exposure Outcomes" (2011). Department of Marketing Faculty Scholarship and Creative Works. 158.
https://digitalcommons.montclair.edu/marketing-facpubs/158
