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Cited by 60Marketing and Advertising StrategiesConsumer Behavior in Brand Consumption and IdentificationConsumer Market Behavior and Pricing

On the Development and Strength of Category–Brand Associations in Memory: The Case of Mystery Ads

Fazio, Russell H., Herr, Paul M., Powell, Martha C.·1992·Journal of Consumer Psychology
DOI 10.1016/s1057-7408(08)80042-3
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Abstract

The results of an experiment that examined the influence of ad format on memory structure for the brand are presented. Mystery ads (i.e., those in which the brand is not identified until the end of the ad) were found to be more effective in building associations in memory between the product category and the brand than identical ads in which the brand was identified early in the ad. These mystery ads were most effective for novel brands, with which viewers were unfamiliar. A possible mechanism for the process is described, and implications of strong category–brand associations for brand choice are discussed.

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Crossref · 10.1016/s1057-7408(08)80042-3

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  • Curiosity gaps increase consumer engagement in a range of contexts, including ad clicks and brand recall.

    “Prior research shows that curiosity gaps increase consumer engagement in a range of contexts, including ad clicks (Menon and Soman 2002) and brand recall (Fazio, Herr, and Powell 1992).”

    From Emotional Manipulation by AI Companions (2025) · cites this paper as Fazio, Herr, and Powell 1992

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Authors
Fazio, R. H., Herr, P. M., & Powell, M. C.
Affiliations
  • University of Colorado Boulder (US)
  • Indiana University (US)
Venue
Journal of Consumer Psychology
Publisher
Wiley
Published
1992-01
Volume
1
Issue
1
Pages
1-13
ISSN
  • 1057-7408 (ISSN-L)
  • 1532-7663
DOI
10.1016/s1057-7408(08)80042-3
OpenAlex
W1985556110
Cited by
60
References
0
Citations by year
2025: 4 · 2024: 1 · 2023: 3 · 2022: 1 · 2021: 2 · 2020: 4 · 2019: 3 · 2018: 3 · 2017: 2 · 2015: 5 · 2014: 2
FWCI
2.82
Type
journal article
Language
en
Open access
closed
Licence
onlinelibrary.wiley.com/termsAndConditions#vor (vor, 6035 d)
Locations
Journal of Consumer Psychology (publishedVersion)
Funders
  • National Institute for Health and Care Research
  • National Institutes of Health
  • National Institute of Mental Health
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
Keywords
brand memory, ad formats, brand identification, brand choice, memory structure, advertising effectiveness

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