Interference Effects of a Purchase on Subsequent Advertising within the Category

Abstract

This article investigates how the purchase of a brand affects consumers' responses to subsequent advertising in the product category. In heavily advertised product categories, ads suffer from competitive interference, meaning that the effectiveness is lowered for the individual ads. Therefore, marketers use recency planning, where the aim is to expose the ad as close as possible to the purchase. But this increases the risk that the ad is exposed closely after the purchase. This study finds that the purchase in itself exerts interference on subsequent advertising, affecting variables such as perception of new brand associations, ad credibility, ad attitude, and ad-related brand recall.