Relatedness Vs. Similarity: the Role of Response Set Effects in Competitive Advertising

Past research on competitive advertising has generally focused on interference among similar stimuli and its subsequent negative effects on recall and attitude. Using response set theory, we propose that learning can actually be facilitated when consumers identify implicit categorical relations between competing ads. Specifically, we showed that ads containing related (vs. similar) product claims indeed produced better overall recall. Collectively, these results suggest the effectiveness of implicit retrieval cues in enhancing overall recall. Theoretical and managerial implications, along with directions for future research, conclude this paper.


Yih Hwai Lee, Elison Ai Ching Lim, and Anish Nagpal (2006) ,"Relatedness Vs. Similarity: the Role of Response Set Effects in Competitive Advertising", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 244-245.


Yih Hwai Lee, National University of Singapore, Singapore
Elison Ai Ching Lim, University of Melbourne, Australia
Anish Nagpal, University of Melbourne, Australia


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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