Memory For Advertising: When Do Consumers Remember and When Do They Forget Social-Identity-Linked Ads?

Amy N. Dalton, Hong Kong University of Science and Technology, Hong Kong, China
Rod Duclos, Hong Kong University of Science and Technology, Hong Kong, China
Li Huang, City University of Hong Kong, Hong Kong, China
What makes advertising memorable? A popular approach is to link ads to social identities, like gender or race. Identity-linking is thought to attract consumers’ attention and encourage encoding. We find, however, that its effectiveness depends on a person-by-situation interaction. Sometimes identity-linking backfires, resulting in poor ad memory and product avoidance.
[ to cite ]:
Amy N. Dalton, Rod Duclos, and Li Huang (2013) ,"Memory For Advertising: When Do Consumers Remember and When Do They Forget Social-Identity-Linked Ads?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.