Ad Avoidance and Brand Devaluation: When What They Don’T See Can Hurt You

Brittany Duff, University of Illinois at Urbana-Champaign, USA
Ron Faber, University of Minnesota, USA
Mere exposure is the dominant perspective for the effects of ads that are encountered but not explicitly processed. However, recent research in visual neuroscience has shown that ignoring objects can lead to negative, rather than positive ratings. Two studies show that the difference in outcome may depend on one’s goal at time of exposure. When engaged in exploratory search, a mere exposure effect is obtained. Conversely, top-down (goal-driven) attention causes ad devaluation (in absence of explicit ad recognition), but a bottom-up goal can override this devaluation effect.
[ to cite ]:
Brittany Duff and Ron Faber (2010) ,"Ad Avoidance and Brand Devaluation: When What They Don’T See Can Hurt You", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 787-788 .