Reconstruction Theory: Towards an Understanding of How Media Scheduling Influences Memory For Advertising

It is well established in the advertising literature that memory for advertising is dependent on media scheduling. Two consistent themes have been present in that literature: first, repetition of advertising enhances memory, and second, distributing advertisements over time increases their longer-term retention. The verbal learning literature refers to such memory enhancement as the “spacing effect”. Two theories have recently received support in the marketing literature to account for these prevalent findings: study phase retrieval and reconstruction. The purpose of this investigation is to determine, through two experiments, the theory that best explains the spacing effect in a marketing setting. Our results support a two-factor theory of spacing effects and this finding has both theoretical and practical implications for marketers.



Citation:

Hayden Noel and Kathy LaTour (2011) ,"Reconstruction Theory: Towards an Understanding of How Media Scheduling Influences Memory For Advertising", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 541.

Authors

Hayden Noel, University of Illinois, USA
Kathy LaTour, UNLV, USA



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

P7. Consumer Evaluations of Sale Prices: The Role of the Spatial Representation of Time

Yaeeun Kim, Temple University, USA
Joydeep Srivastava, Temple University, USA

Read More

Featured

Meaningfulness in New Products: Conceptualization and Measurement

Maria Sääksjärvi, Delft University of Technology, The Netherlands
Katarina Hellén, Univeristy of Vaasa

Read More

Featured

Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels

Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.