Competitive Advertising Clutter in a Real-World Media Context: Exploring Positive and Negative Ramifications

摘要

This study aims at replicating and concurrently validating previously found interference effects induced through competitive advertising in a real-world media context. The anticipated negative effects on consumer memory (recall and recognition) as well as brand evaluations are explored in the context of a real, naturalistic women's magazine employing real advertisements of familiar brands. Furthermore, this study is the first to investigate potentially beneficial effects of competitive advertising on consumer behavior thereby enhancing prior knowledge. This research tries to answer the question whether a competitive advertising environment induces a latent product desire and behavioral intentions for the advertised product category which would be a beneficial effect of competitive advertising.