Faculty Scholarly Dissemination Grants
Creativity and Repetition: Consumer Recall and Wearout
Department
Marketing
College
Seidman College of Business
Date Range
2011-2012
Abstract
Creativity is seen as an important component of advertising, with highly creative ads being easier to recall than control ads. However, the boundary conditions around this effect are less understood. This research examines how creativity influences recall across repeated ad exposures. In addition to examining recall effects, this research investigates the role of advertising wearout. Utilizing creative and control commercials embedded in a television program for a naturalistic viewing experience and including a one-week follow up, we find that award-winning creative advertisements exhibit higher recall, though repeated exposures reduces this advantage . Further, award-winning ads are more liked and less susceptible to ad wearout.
Conference Name
AMA Summer Educators Conference
Conference Location
San Franscisco, CA
ScholarWorks Citation
Lehnert, Kevin; Till, Brian D.; and Carlson, Brad D., "Creativity and Repetition: Consumer Recall and Wearout" (2011). Faculty Scholarly Dissemination Grants. 370.
https://scholarworks.gvsu.edu/fsdg/370
