Using Visual Interference to Establish New Brand-Attribute Linkages

Christina Saenger, Kent State University, USA
Robert Jewell, Kent State University, USA
Jennifer Wiggins Johnson, Kent State University, USA
Advertising trends reveal an emphasis on visual imagery over verbal claims, as well as pictoral similarity between different brands’ advertisements. Visual interference can occur when a similar picture appears in two brands’ ads. Although interference effects are generally viewed as harmful, this research demonstrates that visual interference effects can be used to link a brand to a new attribute, as response competition facilitates recall of the desirable attribute for the target brand. Results from our initial study show that this beneficial repositioning effect depends upon both the similarity of the pictures in the advertisements and the meaning the pictures evoke.
[ to cite ]:
Christina Saenger, Robert Jewell, and Jennifer Wiggins Johnson (2011) ,"Using Visual Interference to Establish New Brand-Attribute Linkages", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.