IDEAS home Printed from
MyIDEAS: Login to save this article or follow this journal

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.

To our knowledge, this item is not available for download. To find whether it is available, there are three options:
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.

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

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

in new window

Handle: RePEc:ucp:jconrs:v:23:y:1997:i:4:p:362-72
Contact details of provider: Web page:

No references listed on IDEAS
You can help add them by filling out this form.

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:v:23:y:1997:i:4:p:362-72. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division)

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.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with 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 profile, as there may be some citations waiting for confirmation.

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

This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.