The DOI matches its Crossref record.
Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluations
Abstract
Because consumers may not make brand decisions during ad exposure, consumer memory for advertising is important. Yet, the cues typically available for brand decisions, such as the brand name, may not effectively retrieve the information, thoughts, or feelings stored in memory from prior ad exposure. A laboratory experiment showed that advertising retrieval cues (i.e., other verbal or visual information from the ad) facilitated access of elements from the ad memory trace and affected brand evaluations. Two other factors, competitive ad interference (i.e., the number of competing brands advertising within a product category) and consumers' processing goals during ad exposure, also affected consumer ad memory and brand evaluations.
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Cited by
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Conceptualizing and measuring brand salience
Romaniuk, J., & Sharp, B. (2004) · Marketing Theory · doi:10.1177/1470593104047643 · Cited by 213
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Ju, I., Ham, C.-D., & Yel, E. (2026) · Journal of Advertising · doi:10.1080/00913367.2025.2593666 · Cited by 5
“This pattern aligns with associative network and contrast-based elaboration mechanisms in memory theory (Anderson 1983; Keller 1987) and illustrates how contextual incongruity can heighten accessibility through deeper processing.”
Influential
Metadata
- Authors
- Keller, K. L.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1987-12
- Volume
- 14
- Issue
- 3
- Pages
- 316
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W1976307125
- Cited by
- 480
- References
- 0
- FWCI
- 10.68
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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