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Consumer memory for television advertising : A field study of duration, serial position and competition effects

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  • Pieters, R.

    (Tilburg University, School of Economics and Management)

  • Bijmolt, T.H.A.

    (Tilburg University, School of Economics and Management)

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  • Pieters, R. & Bijmolt, T.H.A., 1997. "Consumer memory for television advertising : A field study of duration, serial position and competition effects," Other publications TiSEM 1ae20014-8470-4056-8e3d-6, Tilburg University, School of Economics and Management.
    • Handle: RePEc:tiu:tiutis:1ae20014-8470-4056-8e3d-6b59ae06bcfa
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    References listed on IDEAS

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    4. Brown, Tom J & Rothschild, Michael L, 1993. "Reassessing the Impact of Television Advertising Clutter," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 138-146, June.
    5. Keller, Kevin Lane, 1991. "Memory and Evaluation Effects in Competitive Advertising Environments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 463-476, March.
    6. Batra, Rajeev & Ray, Michael L, 1986. "Situational Effects of Advertising Repetition: The Moderating Influence of Motivation, Ability, and Opportunity to Respond," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(4), pages 432-445, March.
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    Cited by:

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    2. S. Siddarth & Amitava Chattopadhyay, 1998. "To Zap or Not to Zap: A Study of the Determinants of Channel Switching During Commercials," Marketing Science, INFORMS, vol. 17(2), pages 124-138.
    3. Dooms, E., 2005. "Control in multidivisional firms : Levels issues and internal differentiation," Other publications TiSEM bc7c1906-d54c-46e5-9d8e-1, Tilburg University, School of Economics and Management.
    4. Jay P. Trivedi, 2017. "Do Long Format Advertisements Sell? Evidence from Indian Consumers," Global Business Review, International Management Institute, vol. 18(3_suppl), pages 38-51, June.
    5. Ebert, Jane E. J. & Gilbert, Daniel Todd & Wilson, Timothy D., 2009. "Forecasting and Backcasting: Predicting the Impact of Events on the Future," Scholarly Articles 3549374, Harvard University Department of Economics.
    6. Gijsenberg, Maarten J., 2014. "Going for gold: Investigating the (non)sense of increased advertising around major sports events," International Journal of Research in Marketing, Elsevier, vol. 31(1), pages 2-15.
    7. Berger, A. & Grigoriev, A. & van Loon, J., 2008. "Price strategy implementation," Research Memorandum 035, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
    8. Beth L. Fossen & Girish Mallapragada & Anwesha De, 2021. "Impact of Political Television Advertisements on Viewers’ Response to Subsequent Advertisements," Marketing Science, INFORMS, vol. 40(2), pages 305-324, March.
    9. Poncin, Ingrid & Pieters, Rik & Ambaye, Michele, 2006. "Cross-advertisement affectivity: The influence of similarity between commercials and processing modes of consumers on advertising processing," Journal of Business Research, Elsevier, vol. 59(6), pages 745-754, June.
    10. Bharadwaj, Neeraj & Ballings, Michel & Naik, Prasad A., 2020. "Cross-Media Consumption: Insights from Super Bowl Advertising," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 17-31.
    11. Page, Lionel & Page, Katie, 2010. "Last shall be first: A field study of biases in sequential performance evaluation on the Idol series," Journal of Economic Behavior & Organization, Elsevier, vol. 73(2), pages 186-198, February.
    12. Adele Quigley-McBride & Gregory Franco & Daniel Bruce McLaren & Antonia Mantonakis & Maryanne Garry, 2018. "In the real world, people prefer their last whisky when tasting options in a long sequence," PLOS ONE, Public Library of Science, vol. 13(8), pages 1-14, August.
    13. Martin Heinberg & Constantine S. Katsikeas & H. Erkan Ozkaya & Markus Taube, 2020. "How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets," Journal of the Academy of Marketing Science, Springer, vol. 48(5), pages 869-890, September.
    14. Bellman, Steven & Beal, Virginia & Wooley, Brooke & Varan, Duane, 2020. "Viewing time as a cross-media metric: Comparing viewing time for video advertising on television and online," Journal of Business Research, Elsevier, vol. 120(C), pages 103-113.
    15. Gierl, Heribert & Stiegelmayr, Karin, 2012. "Erzeugt nicht-diagnostische Information einen Reihenfolge-Effekt im Fall der attributweisen Informationspräsentation?," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 66(2), pages 127-152.
    16. Darley, William K. & Luethge, Denise J., 2019. "Service value and retention: Does gender matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 178-185.
    17. Amihai Glazer, 2013. "Performance when misinformation increases with experience," Journal of Theoretical Politics, , vol. 25(1), pages 63-74, January.
    18. Robert Rouwenhorst & Liang Zhao, 2017. "Zipped Commercials, Zapped Memory? Not Necessarily," Business and Management Research, Business and Management Research, Sciedu Press, vol. 6(3), pages 85-93, September.
    19. Ashish Agarwal & Kartik Hosanagar & Michael D. Smith, 2015. "Do Organic Results Help or Hurt Sponsored Search Performance?," Information Systems Research, INFORMS, vol. 26(4), pages 695-713, December.
    20. Bellman, Steven & Murphy, Jamie & Treleaven-Hassard, Shiree & O'Farrell, James & Qiu, Lili & Varan, Duane, 2013. "Using Internet Behavior to Deliver Relevant Television Commercials," Journal of Interactive Marketing, Elsevier, vol. 27(2), pages 130-140.
    21. Bernhard Swoboda & Cathrin Puchert & Dirk Morschett, 2016. "Explaining the differing effects of corporate reputation across nations: a multilevel analysis," Journal of the Academy of Marketing Science, Springer, vol. 44(4), pages 454-473, July.
    22. Campbell, Colin & Sands, Sean & Treen, Emily & McFerran, Brent, 2021. "Fleeting, But Not Forgotten: Ephemerality as a Means to Increase Recall of Advertising," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 96-105.
    23. Ashwin Aravindakshan & Prasad A. Naik, 2015. "Understanding the Memory Effects in Pulsing Advertising," Operations Research, INFORMS, vol. 63(1), pages 35-47, February.
    24. Javornik, Ana & Filieri, Raffaele & Gumann, Ralph, 2020. "“Don't Forget that Others Are Watching, Too!” The Effect of Conversational Human Voice and Reply Length on Observers' Perceptions of Complaint Handling in Social Media," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 100-119.
    25. Liu, J., 2008. "Brand and automaticity," Other publications TiSEM dcbcb1b7-2089-429d-bdc1-8, Tilburg University, School of Economics and Management.

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