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Consumer Memory for Television Advertising: A Field Study of Duration, Serial Position, and Competition Effects

  • Pieters, Rik G M
  • Bijmolt, Tammo H A

The authors simultaneously analyze the impact on consumer memory of the duration and serial position of a commercial and of the number of competing commercials in a block using a marketplace database of 2,677 television commercials. Their results indicate that duration, competition, and the time lag until the onset of a commercial in a block have large effect sizes, while primacy and recency have only modest effect sizes. By decomposing serial position into its ordinal and time-lag aspects, this study shows that recency effects are masked by the time until the onset of a commercial in a block. The findings suggest that, given comparable costs and a goal to maximize brand recall, placing a commercial first is better than placing it last. In addition, the analyses identify several significant and previously undocumented interactions. Copyright 1997 by the University of Chicago.

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Article provided by Oxford University Press in its journal Journal of Consumer Research.

Volume (Year): 23 (1997)
Issue (Month): 4 (March)
Pages: 362-72

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Handle: RePEc:ucp:jconrs:v:23:y:1997:i:4:p:362-72
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