Salient Effects of Publicity in Advertised Brand Recall and Recognition: The List-Strength Paradigm
Abstract
Previous research has demonstrated that preexposure of publicity about advertising campaigns facilitates recall of subsequently advertised brands. In this paper, we investigate the potential inhibitive effect; that is, preexposure of publicity can suppress retrieval of other nonpublicized brands that would otherwise have been retrieved. The inhibitive effect was examined in the list-strength paradigm, which posits that strengthened items in a...
Paper Details
Title
Salient Effects of Publicity in Advertised Brand Recall and Recognition: The List-Strength Paradigm
Published Date
Apr 1, 2008
Journal
Volume
37
Issue
1
Pages
45 - 57
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