Impression Evolution During Ad Exposure: Typicality Effects From 100 Ms Onwards

Millie Elsen, Tilburg University, the Netherlands
Rik Pieters, Tilburg University, the Netherlands
Michel Wedel, University of Maryland, USA
Although print ads display all information simultaneously, people are unable to process this all at once. This research investigates how people rapidly try to identify what ads are for over the course of a single ad exposure, and how this influences subsequent attention, impression formation, and memory. Three studies show that typical ads--which can be rapidly identified accurately--are liked even after 100ms, and retain this high liking. We find that evaluations for atypical ads, however, improve or deteriorate within a single exposure depending on the specific identification process engendered, and that memory effects critically depend on exposure duration.
[ to cite ]:
Millie Elsen, Rik Pieters, and Michel Wedel (2010) ,"Impression Evolution During Ad Exposure: Typicality Effects From 100 Ms Onwards", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 478-479 .