Do opposites attract? Understanding opposition in promotion

被引:12
作者
Krishen, Anjala S. [1 ]
Homer, Pamela Miles [2 ]
机构
[1] Univ Nevada, Dept Mkt, Coll Business, Las Vegas, NV 89154 USA
[2] Calif State Univ Long Beach, Dept Mkt, Coll Business Adm, Long Beach, CA 90840 USA
关键词
Promotion; Ad execution; Contrast; Opposition; Visual complexity; ADVERTISING EFFECTIVENESS; BRAND FAMILIARITY; INFORMATION; CREATIVITY; COMPLEXITY; MEMORY; RECOGNITION; RELEVANCE; METAPHOR; CHOICE;
D O I
10.1016/j.jbusres.2011.08.002
中图分类号
F [经济];
学科分类号
02 ;
摘要
Opposition, a promotion execution style that uses contrasting/contradictory images and/or verbal cues, is recognizable across numerous media. In spite of its popularity and perceived effectiveness, empirical evidence regarding opposition as an effective execution mechanism is limited. A series of three experiments demonstrates that the underlying mechanism for opposition is reduction of visual complexity and the simplification of processing that leads to increased recall of product claims. In addition, the moderating impact of cognitive load is examined, showing that under high cognitive load, recall is significantly higher for oppositional appeals than for non-oppositional ones. Theoretical and managerial implications are offered. (C) 2011 Elsevier Inc. All rights reserved.
引用
收藏
页码:1144 / 1151
页数:8
相关论文
共 57 条
[1]   The ad creativity cube: conceptualization and initial validation [J].
Ang, Swee Hoon ;
Lee, Yih Hwai ;
Leong, Siew Meng .
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 2007, 35 (02) :220-232
[2]  
[Anonymous], JUDGEMENT CHOICE
[3]   CREATIVITY AND MEMORY EFFECTS Recall, Recognition, and an Exploration of Nontraditional Media [J].
Baack, Daniel W. ;
Wilson, Rick T. ;
Till, Brian D. .
JOURNAL OF ADVERTISING, 2008, 37 (04) :85-94
[4]   THE MODERATOR MEDIATOR VARIABLE DISTINCTION IN SOCIAL PSYCHOLOGICAL-RESEARCH - CONCEPTUAL, STRATEGIC, AND STATISTICAL CONSIDERATIONS [J].
BARON, RM ;
KENNY, DA .
JOURNAL OF PERSONALITY AND SOCIAL PSYCHOLOGY, 1986, 51 (06) :1173-1182
[5]  
Bartel M, 2010, SOME IDEAS COMPOSITI
[6]   Letting Good Opportunities Pass Us By: Examining the Role of Mind-Set during Goal Pursuit [J].
Bayuk, Julia Belyavsky ;
Janiszewski, Chris ;
Leboeuf, Robyn A. .
JOURNAL OF CONSUMER RESEARCH, 2010, 37 (04) :570-583
[7]   NOVELTY, COMPLEXITY, AND HEDONIC VALUE [J].
BERLYNE, DE .
PERCEPTION & PSYCHOPHYSICS, 1970, 8 (5A) :279-&
[8]   Brand familiarity and advertising repetition effects [J].
Campbell, MC ;
Keller, KL .
JOURNAL OF CONSUMER RESEARCH, 2003, 30 (02) :292-304
[9]   MEASUREMENT OF INDIVIDUAL-DIFFERENCES IN VISUAL VERSUS VERBAL INFORMATION-PROCESSING [J].
CHILDERS, TL ;
HOUSTON, MJ ;
HECKLER, SE .
JOURNAL OF CONSUMER RESEARCH, 1985, 12 (02) :125-134
[10]   Representation of numerical and verbal product information in consumer memory [J].
Childers, TL ;
Viswanathan, M .
JOURNAL OF BUSINESS RESEARCH, 2000, 47 (02) :109-120