Will the Excitement Help You Remember? the Impact of Ad-Arousal on Memory
We suggest and show that ad-arousal inhibits immediate memory but improves delayed memory. These effects, however, occur only when the arousing elements are relevant to the ad; when arousal is irrelevant, ad-arousal does not influence memory. Two lab experiments demonstrate these effects. Implications, limitations, and future research directions are discussed.
Hila Riemer and Hayden Noel (2014) ,"Will the Excitement Help You Remember? the Impact of Ad-Arousal on Memory ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 649-651.
Hila Riemer, Ben-Gurion University of the Negev, Israel
Hayden Noel, University of Illinois at Urbana-Champaign, USA
NA - Advances in Consumer Research Volume 42 | 2014
The Upside of Immorality: The Signal Value of Offensive Producer Behavior
Amit Bhattacharjee, Erasmus University Rotterdam, The Netherlands
Jonathan Zev Berman, London Business School, UK
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands
Evan Polman, University of Wisconsin - Madison, USA
Sam J. Maglio, University of Toronto Scarborough
G8. How Does Pronunciation Difficulty of Brand Names Influence Consumer Responses? The Role of Self-Construal
Gunben Ceren Aksu, Rutgers University, USA
Yeni Zhou, Rutgers University, USA
Alokparna (Sonia) Monga, Rutgers University, USA