Abstract

The purpose of the current research is to examine the effect of repetition upon recall and attitudes when a list of ads includes (vs. does not include) creative ads. We found significant context effects, as the presence of creative ads in a list decreased recall of, and attitudes towards, regular ads. The effects of repetition upon recall for regular ads decreased by 30% when those ads were shown alongside creative ads. When creative (vs. regular) ads were repeated, recall for non-repeated regular ads dropped by 70%. Furthermore, the current research found that regular ads were judged less favorably when a list of ads included creative ads. Overall, ad attitudes for the same regular ads were 10% lower when shown in the presence of creative ads. In order to avoid such impairment effects, the current research demonstrates why advertisers need to develop creative advertising.

摘要

当前研究的目的是检查当广告列表包含（相对于不包含）创意广告时重复对回忆和态度的影响。我们发现了显着的上下文效应，因为列表中出现创意广告会降低对常规广告的回忆和态度。当这些广告与创意广告一起展示时，重复对常规广告的影响降低了 30%。当重复创意（与常规）广告时，未重复的常规广告的召回率下降了 70%。此外，当前的研究发现，当广告列表中包含创意广告时，常规广告的评价会降低。总体而言，在展示创意广告时，对相同常规广告的广告态度降低了 10%。为避免此类减值影响，