The Impact of Interference: How Contextual Similarity of Advertising Messages Can Influence Perception and Impact Consumer Choice

The objective of this study was to investigate how consumer behavior is influenced by exposure to contextually similar advertisements. This study represents an extension of the previous literature on interference through an investigation of audio-visual, as opposed to print, advertisements; an examination of interference as it plays out in a natural as opposed to lab setting; and an exploration of how interference may impact purchase intention. A field experiment on theatrical (trailer) advertising was conducted in a local multiplex to measure recall levels, type of recall (i.e. what specific elements were recalled), and purchase intention. This was followed by replication in a laboratory setting. Results of both experiments show that interference can lead to incorrect interpretations of advertising messages, skewing perception and influencing the purchase decision process.



Citation:

Bryan Greenberg and David Ruggeri (2011) ,"The Impact of Interference: How Contextual Similarity of Advertising Messages Can Influence Perception and Impact Consumer Choice", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Bryan Greenberg, Elizabethtown College, USA
David Ruggeri, St. Louis University, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

Why Do People Who Have More Enjoy Horror More?

Haiyang Yang, Johns Hopkins University
Kuangjie Zhang, Nanyang Technological University, Singapore

Read More

Featured

To Touch or Not to Touch?: How Touch Influences Decision Confidence

Sang Kyu Park, University of Florida, USA
Yang Yang, University of Florida, USA

Read More

Featured

A1. Trusting and Acting on Chance Online

Shivaun Anderberg, University of Sydney, Australia
Ellen Garbarino, University of Sydney, Australia

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.