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Abstract
Noise, a barrier to learning and communication, is a concept that is widely referred to in marketing literature, yet, has been the focus of very little business research. In this paper, the theoretical background of noise is explored in past psychological and marketing literature. A measure of noise is developed and its impact on recall of advertisements is investigated using a convenience sample of 306 university students. The results indicate that there are external and internal noise dimensions. In addition, analysis of the data reveals that internal noise significantly affects recall of advertisements. Future research and managerial implications are discussed.
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Notes on contributors
Bob T. Wu
Bob T. Wu (D.B.A., Indiana University) is currently an associate professor of marketing at Bowling Green State University. He has published in a number of journals including the Journal of the Academy of Marketing Science, Psychology & Marketing, and the Journal of Health Care Marketing, in addition to numerous conference proceedings.
Stephen J. Newell
Stephen J. Newell (Ph.D., Florida State University) is an associate professor of marketing at Western Michigan University. He has published articles in a number of journals such as the Journal of Advertising, the Journal of Consumer Affairs, the Journal of Marketing Education, Psychology & Marketing, the Journal of Marketing Theory and Practice, the Journal of Marketing Education Review, and the Journal of Business Research, along with many conference proceedings.