The Impact of Interference: How Contextual Similarity of Advertising Messages Can Influence Perception and Impact Consumer Choice

Bryan Greenberg, Elizabethtown College, USA
David Ruggeri, St. Louis University, USA
The objective of this study was to investigate how consumer behavior is influenced by exposure to contextually similar advertisements. This study represents an extension of the previous literature on interference through an investigation of audio-visual, as opposed to print, advertisements; an examination of interference as it plays out in a natural as opposed to lab setting; and an exploration of how interference may impact purchase intention. A field experiment on theatrical (trailer) advertising was conducted in a local multiplex to measure recall levels, type of recall (i.e. what specific elements were recalled), and purchase intention. This was followed by replication in a laboratory setting. Results of both experiments show that interference can lead to incorrect interpretations of advertising messages, skewing perception and influencing the purchase decision process.
[ to cite ]:
Bryan Greenberg and David Ruggeri (2011) ,"The Impact of Interference: How Contextual Similarity of Advertising Messages Can Influence Perception and Impact Consumer Choice", 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.