Abstract Despite ease of processing from greater prior knowledge and expertise, high-familiarity consumers often fail to process product-specific information more than low-familiarity consumers. This paradox of familiarity makes reaching consumers particularly difficult for new brands of familiar products. A creative execution corollary proposes that sufficiently engaging executions should motivate advertising engagement such that high-familiarity consumers’ experience and well-developed associative networks permit them to locate and retain relevant information better than low-familiarity consumers. Two experiments demonstrate that sufficient creative executions (i.e., humor and/or athlete endorsers) enhance attention, processing, and recall of brand-relevant information for a familiar versus unfamiliar product, but no difference when advertisements feature insufficient or no creative executions.

中文翻译：

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创意广告执行鼓励产品熟悉的加工优势

摘要尽管拥有较高的先验知识和专业技能可轻松进行处理，但熟悉度高的消费者通常比处理低度度的消费者更无法处理特定于产品的信息。这种熟悉的悖论使得接触熟悉品牌的新品牌的消费者特别困难。有创意的执行推论建议，充分参与的执行应能激发广告的参与度，以使熟悉度高的消费者的经验和发达的关联网络使他们比不熟悉度低的消费者更好地定位和保留相关信息。两项实验表明，足够的创意执行力（即幽默和/或运动员认可）可以提高对熟悉或不熟悉的产品的品牌相关信息的关注，处理和记忆力，