Standing Out Or Fitting In? Memory Effects of Ad Typicality Depend on Exposure Duration

Millie Elsen, CentERdata, The Netherlands
Rik Pieters, Tilburg University, The Netherlands
Michel Wedel, University of Maryland, USA
Recall and recognition for ads depend on ad typicality, but in very diverse ways. This research shows the advantage of being typical (“fitting in”) in recall and the advantage of being atypical (“standing out”) in recognition, and how these crucially depend on the duration of exposure.
[ to cite ]:
Millie Elsen, Rik Pieters, and Michel Wedel (2013) ,"Standing Out Or Fitting In? Memory Effects of Ad Typicality Depend on Exposure Duration", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.