Fluency in Commercial Breaks: The Impact of Repetition and Conceptual Priming on Brand Memory,Evaluation, and Behavioral Intentions |
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Authors: | Nicole Liebers Priska Breves Christiana Schallhorn Holger Schramm |
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Institution: | Department of Media and Business Communication, University of Würzburg, Würzburg, Germany |
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Abstract: | Although sold by television channels for high fees, the effectiveness of tandem-spots and brand exclusivity has not been investigated so far. A 2?×?2 between-subjects experiment (N?=?325) was conducted to investigate the effects of repetition (tandem-spot) and conceptual priming (competing spot) on brand memory, evaluation, and behavioral intentions toward the brand, while applying the processing fluency construct as theoretical foundation. Tandem-spots improved brand recall, but no significant effects were found concerning brand evaluation or behavioral intentions. Competing spots meanwhile acted as conceptual primes, enhancing brand memory, evaluation, and behavioral intentions. These findings partially contradict offerings and recommendations made by television channels. |
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Keywords: | processing fluency conceptual priming repetition commercial breaks persuasive effectiveness |
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