Cross-Media Advertising Affects Explicit But Not Implicit Consumer Memory

Lisa Vandeberg, University of Amsterdam, the Netherlands
Jaap Murre, University of Amsterdam, the Netherlands
Hilde Voorveld, University of Amsterdam, the Netherlands
Edith Smit, University of Amsterdam, the Netherlands
An experiment on the advantage of cross-media over single-medium advertising showed effects on explicit but not implicit measures of consumer memory. This suggest 1) that cross-media advantages are driven by explicit retrieval mechanisms, and 2) that implicit advertising effects may require more drastic manipulations than (cross versus single-medium) context changes.
[ to cite ]:
Lisa Vandeberg, Jaap Murre, Hilde Voorveld, and Edith Smit (2014) ,"Cross-Media Advertising Affects Explicit But Not Implicit Consumer Memory", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 815-815.