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When Competitive Interference Can Be Beneficial

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  • Jewell, Robert D
  • Unnava, H Rao

Abstract

Prior research has viewed competitive interference as undesirable due to its negative effects on brand-attribute recall. We propose that competitive interference is not inherently bad but may be beneficial under certain conditions. In the context of an established brand promoting a new attribute, we show that the new attribute information is interfered with by the brand's old attributes, causing lower retrieval. However, in the presence of competitive advertising, old attribute information is suppressed, and new attribute information is successfully retrieved. Copyright 2003 by the University of Chicago.

Suggested Citation

  • Jewell, Robert D & Unnava, H Rao, 2003. "When Competitive Interference Can Be Beneficial," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 283-291, September.
    • Handle: RePEc:oup:jconrs:v:30:y:2003:i:2:p:283-91
    DOI: 10.1086/376801
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    Cited by:

    1. Becker, Maren & Gijsenberg, Maarten J., 2023. "Consistency and commonality in advertising content: Helping or Hurting?," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 128-145.
    2. Jewell, Robert D. & Saenger, Christina, 2014. "Associative and dissociative comparative advertising strategies in broadening brand positioning," Journal of Business Research, Elsevier, vol. 67(7), pages 1559-1566.
    3. Ivan A. Guitart & Guillaume Hervet & Sarah Gelper, 2020. "Competitive advertising strategies for programmatic television," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 753-775, July.
    4. Oksana Loginova, 2005. "Competing for Customers' Attention: Advertising When Consumers Have Imperfect Memory," Working Papers 0510, Department of Economics, University of Missouri, revised 15 Dec 2006.
    5. DelVecchio, Devon & Lakshmanan, Arun & Krishnan, H. Shanker, 2009. "The Effects of Discount Location and Frame on Consumers’ Price Estimates," Journal of Retailing, Elsevier, vol. 85(3), pages 336-346.

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