Title

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

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