IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/v24y1997i1p94-104.html

The Effects of Incidental Ad Exposure on the Formation of Consideration Sets

Author

Listed:
  • Shapiro, Stewart
  • MacInnis, Deborah J
  • Heckler, Susan E

Abstract

This study extends research on incidental ad exposure by examining whether incidental exposure to an ad increases the likelihood that a product depicted in the ad will be included in a consideration set. Incidental ad exposure implies that an ad receives minimal attentional resources while other more relevant information is being processed. Results suggest that the incidental exposure effect is fairly robust, occurring across a variety of factors (when the consideration set formation context was memory or stimulus based, when the buying situation was familiar or unfamiliar, and across two different product classes). Further, these effects were found despite subjects' lack of explicit memory for the ads. Copyright 1997 by the University of Chicago.

Suggested Citation

  • Shapiro, Stewart & MacInnis, Deborah J & Heckler, Susan E, 1997. "The Effects of Incidental Ad Exposure on the Formation of Consideration Sets," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(1), pages 94-104, June.
    • Handle: RePEc:oup:jconrs:v:24:y:1997:i:1:p:94-104
    DOI: 10.1086/209496
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/209496
    Download Restriction: no
    File URL: https://libkey.io/10.1086/209496?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:24:y:1997:i:1:p:94-104. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://academic.oup.com/jcr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.