Standing Out Or Fitting In? Memory Effects of Ad Typicality Depend on Exposure Duration

Recall and recognition for ads depend on ad typicality, but in very diverse ways. This research shows the advantage of being typical (“fitting in”) in recall and the advantage of being atypical (“standing out”) in recognition, and how these crucially depend on the duration of exposure.



Citation:

Millie Elsen, Rik Pieters, and Michel Wedel (2013) ,"Standing Out Or Fitting In? Memory Effects of Ad Typicality Depend on Exposure Duration", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Millie Elsen, CentERdata, The Netherlands
Rik Pieters, Tilburg University, The Netherlands
Michel Wedel, University of Maryland, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

When Lack of Belongingness Means Bad News for the Planet: The Consequences of Low Belonging on Ethical Product Purchases

Ainslie Schultz, Providence College
Kevin Newman, Providence College
Scott Wright, Providence College

Read More

Featured

Green Experiences: Using Green Products Improves the Accompanying Consumption Experience

Ali Tezer, HEC Montreal, Canada
H. Onur Bodur, Concordia University, Canada

Read More

Featured

My Experience or My Expectations: The Effect of Expectations as Reference Points on Willingness to Recommend Experiential Purchases

Stephanie Tully, University of Southern California, USA
Amar Cheema, University of Virginia, USA
On Amir, University of California San Diego, USA
Davide Proserpio, University of Southern California, USA

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.