The influence of advertisement familiarity and originality on visual attention and brand memory
AbstractBased on Mandler's theory of schema organization and previous visual attention research, we formulate and test hypotheses about the impact of ad familiarity and ad originality on attention and memory for print advertisements. To that end, one hundred and nineteen consumers browsed through two consumer magazines containing 68 print advertisements. Attention to the ads and their brand, picture and text components was assessed through infrared eye tracking. Trained judges rated the ads independently for familiarity and originality. In support of the hypotheses we find a sharp attention decline with ad familiarity, which is largely due to a reduction in attention to text. Originality of ad execution serves as a buffer against the negative influence of ad familiarity on attention, but only for the brand and picture components. The reduction of attention to the text is even larger for original than for unoriginal ads. Moreover, over and above their indirect influence through visual attention patterns, ad familiarity, ad originality and their interaction had a direct influence on brand memory.
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Bibliographic InfoPaper provided by Katholieke Universiteit Leuven in its series Open Access publications from Katholieke Universiteit Leuven with number urn:hdl:123456789/118561.
Date of creation: 1999
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- Rosbergen, Edward & Pieters, Rik & Wedel, Michel, 1997. " Visual Attention to Advertising: A Segment-Level Analysis," Journal of Consumer Research, University of Chicago Press, vol. 24(3), pages 305-14, December.
- McQuarrie, Edward F & Mick, David Glen, 1996. " Figures of Rhetoric in Advertising Language," Journal of Consumer Research, University of Chicago Press, vol. 22(4), pages 424-38, March.
- McQuarrie, Edward F & Mick, David Glen, 1999. " Visual Rhetoric in Advertising: Text-Interpretive, Experimental, and Reader-Response Analyses," Journal of Consumer Research, University of Chicago Press, vol. 26(1), pages 37-54, June.
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