Creativity and Repetition: Consumer Recall and Wearout
Seidman College of Business
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.
AMA Summer Educators Conference
San Franscisco, CA
Lehnert, Kevin; Till, Brian D.; and Carlson, Brad D., "Creativity and Repetition: Consumer Recall and Wearout" (2011). Faculty Scholarly Dissemination Grants. 370.