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Can unconscious–conscious processing sequences enhance ad exposure outcomes?

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Abstract

Can the sequence in which ad exposures are generated across various ad formats enhance or inhibit communication outcomes in low-involvement situations? This study compares the effect of self-selected and forced-exposure (or intrusive) ad exposure sequences with repeated exposures of single ad formats on brand recall, brand attitude and stimulus-based inclusion in the consideration set. Analysis of experimental data shows that the sequence of self-selected ad formats that induce pre-attentive processing of ad information followed by forced-exposure ad formats that induce conscious processing, leads to superior outcomes compared with others. Prior research on priming supports the findings and implications for media planning, are addressed.

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Authors and Affiliations

  1. School of Business, Montclair State University, New Jersey, 07043, USA

    Patrali Chatterjee

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  1. Patrali Chatterjee
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Correspondence to Patrali Chatterjee.

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Chatterjee, P. Can unconscious–conscious processing sequences enhance ad exposure outcomes?. J Brand Manag 18, 506–515 (2011). https://doi.org/10.1057/bm.2011.9

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  • DOI: https://doi.org/10.1057/bm.2011.9

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