Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory

By Rik Pieters, Luk Warlop, M. Wedel. Management Sciences, 2002

465 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Literature and Literary Theory, Marketing

View Paper: https://www.semanticscholar.org/paper/4cd90988f41e4fa501cf313880500cec261a67bb

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In Experimental and Cognitive Psychology

In Literature and Literary Theory

In Marketing

Citations in the corpus

Creativity Via Cartoon Spokespeople In Print Ads: Capitalizing on the Distinctiveness Effect (2008, background): “A number of advertising practitioners and researchers have used judges and industry experts to assess advertising creativity, and have used these opinions as an appropriate proxy for creativity as perceived by consumers (Pieters, Warlop, and Wedel 2002; White and Smith 2001).”
Colour appeal in website design within and across cultures: A multi-method evaluation (2010, methodology): “Consumer oriented websites that match the social and emotional perceptions of users are expected to increase trust and be more engaging (Pieters et al., 2002).”
Analogies and Mental Simulations in Learning for Really New Products: The Role of Visual Attention (2008, unknown): “Furthermore, eye-tracking studies have used a combination of physiological measures and self-reports to explore the relationships between visual attention and brand memory (Pieters, Warlop, and Wedel, 2002; Wedel and Pieters, 2000).”
The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments (2011, background): “…unaware of any paper that has examined the short-term and long-term effects on recall, both for ad and brand, by the individual dimensions of creativity (see Ang, Lee, and Leong 2007; Baack, Wilson, and Till 2008; Pieters, Warlop, and Wedel 2002; Stone, Besser, and Lewis 2000; Till and Baack 2005).”
Attention, emotions and cause-related marketing effectiveness (2015, unknown): “…performance (Van der Lans et al. , 2008), to measure how ad effectiveness can be influenced by subtle changes in ad originality and ad familiarity (Pieters et al. , 2002) and to show how visual salience bias in a cluttered shopping environment can have an impact on choice decisions (Milosavljevic…”
Advertising Creativity: The Role of Divergence Versus Meaningfulness (2014, background): “…is able to facilitate consumer attention toward the communication (Johnston et al. 1990); increase consumer processing of the ad (Smith et al. 2007; Pieters, Warlop, and Wedel 2002; Yang and Smith 2009); and enhance ad exposure, consumer attitudes (Kover, Goldberg, and James 1995; Ang and Low…”