Memory For Advertising: When Do Consumers Remember and When Do They Forget Social-Identity-Linked Ads?
What makes advertising memorable? A popular approach is to link ads to social identities, like gender or race. Identity-linking is thought to attract consumers’ attention and encourage encoding. We find, however, that its effectiveness depends on a person-by-situation interaction. Sometimes identity-linking backfires, resulting in poor ad memory and product avoidance.
Amy N. Dalton, Rod Duclos, and Li Huang (2013) ,"Memory For Advertising: When Do Consumers Remember and When Do They Forget Social-Identity-Linked Ads?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .
Amy N. Dalton, Hong Kong University of Science and Technology, Hong Kong, China
Rod Duclos, Hong Kong University of Science and Technology, Hong Kong, China
Li Huang, City University of Hong Kong, Hong Kong, China
NA - Advances in Consumer Research Volume 41 | 2013
Understanding Organ Donation: Discourses of Embodied Recycling
Rebecca Scott, Cardiff University
Samantha Warren, Car
When do people learn more from others’ prosocial behavior? A meta-analysis of prosocial modeling effect
Haesung Annie Jung, University of Texas at Austin, USA
Eunjoo Han, Auckland University of Technology, New Zealand
Eunjin Seo, Texas State University
Marlone Henderson, University of Texas at Austin, USA
Erika Patall, University of Southern California, USA
G10. The Effects of self-construal on evaluations of brand logo colors
Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA