Publication Cover
International Journal of Advertising
The Review of Marketing Communications
Volume 34, 2015 - Issue 5
1,019
Views
23
CrossRef citations to date
0
Altmetric
Original Articles

Dissociating explicit and implicit effects of cross-media advertising

, , &
Pages 744-764 | Received 05 Jun 2013, Accepted 02 Apr 2014, Published online: 23 Feb 2015

References

  • Anderson, J.R., D. Bothell, C. Lebiere, and M. Matessa. 1998. An integrated theory of list memory. Journal of Memory and Language 38, no. 4: 341–80.
  • Bornstein, R.F. 1989. Exposure and affect: Overview and meta-analysis of research, 1968–1987. Psychological Bulletin 106, no. 2: 265.
  • Bower, G.H. 1996. Reactivating a reactivation theory of implicit memory. Consciousness and Cognition 5, no. 1: 27–72.
  • Campbell, M.C., and K.L. Keller. 2003. Brand familiarity and advertising repetition effects. Journal of Consumer Research 30, no. 2: 292–304.
  • Chang, Y., and E. Thorson. 2004. Television and web advertising synergies. Journal of Advertising 33, no. 2: 75–84.
  • Chartrand, T.L. 2005. The role of conscious awareness in consumer behavior. Journal of Consumer Psychology 15, no. 3: 203–10.
  • Chartrand, T.L., and G.J. Fitzsimons. 2011. Nonconscious consumer psychology. Journal of Consumer Psychology 21, no. 1: 1–3. doi: 10.1016/j.jcps.2010.12.001
  • Chatterjee, P. 2012. The role of varying information quantity in ads on immediate and enduring cross-media synergies. Journal of Marketing Communications 18, no. 3: 217–40.
  • Confer, M.G., and D. McGlathery. 1991. The research study: The advertising impact of magazines in conjunction with television. Journal of Advertising Research 31, no. 1: 64–7.
  • Dijkstra, M. 2002. An experimental investigation of synergy effects in multiple-media advertising campaigns. PhD diss., University of Tilburg, The Netherlands.
  • Dijkstra, M., H.E. Buijtels, and W.F. van Raaij. 2005. Separate and joint effects of medium type on consumer responses: A comparison of television, print, and the internet. Journal of Business Research 58, no. 3: 377–86.
  • Dimofte, C.V. 2010. Implicit measures of consumer cognition: A review. Psychology & Marketing 27, no. 10: 921–37.
  • Doyen, S., O. Klein, C.L. Pichon, and A. Cleeremans. 2012. Behavioral priming: It's all in the mind, but whose mind? PloS One 7, no. 1: e29081.
  • Duke, C.R., and L. Carlson. 1993. A conceptual approach to alternative memory measures for advertising effectiveness. Journal of Current Issues & Research in Advertising 15, no. 2: 1–14.
  • Edell, J.A., and K.L. Keller. 1989. The information processing of coordinated media campaigns. Journal of Marketing Research 26, 149–63.
  • Gawronski, B. 2009. Ten frequently asked questions about implicit measures and their frequently supposed, but not entirely correct answers. Canadian Psychology 50, no. 3: 141.
  • Gawronski, B., E.P. LeBel, and K.R. Peters. 2007. What do implicit measures tell us? Scrutinizing the validity of three common assumptions. Perspectives on Psychological Science 2, no. 2: 181–93.
  • Gibson, L.D. 1996. What can one TV exposure do? Journal of Advertising Research 36, no. 2: 9–18.
  • Gonzalez-Marquez, M., R.B. Becker, and J.E. Cutting. 2007. An introduction to experimental methods for language researchers. In Methods in cognitive linguistics, ed. M. Gonzalez-Marquez, I. Mittleberg, S. Coulson, and M. Spivey, 53–86. Amsterdam, The Netherlands: John Benjamins.
  • Graf, P., and D.L. Schacter. 1985. Implicit and explicit memory for new associations in normal and amnesic subjects. Journal of Experimental Psychology: Learning Memory and Cognition 11, no. 3: 501.
  • Grass, R.C., and W.H. Wallace. 1969. Satiation effects of TV commercials. Journal of Advertising Research 9, no. 3: 3–8.
  • Krishnan, H.S., and D. Chakravarti. 1999. Memory measures for pretesting advertisements: An integrative conceptual framework and a diagnostic template. Journal of Consumer Psychology 8, no. 1: 1–37.
  • Lee, A. 2002. Effects of implicit memory on memory-based versus stimulus-based brand choice. Journal of Marketing Research 39, no. 4: 440–54. doi: 10.1509/jmkr.39.4.440.19119
  • Lehnert, K., B.D. Till, and B.D. Carlson. 2013. Advertising creativity and repetition: Recall, wearout and wearin effects. International Journal of Advertising 32, no. 2: 211–31.
  • MacKenzie, S.B. 1986. The role of attention in mediating the effect of advertising on attribute importance. Journal of Consumer Research 13, 174–195.
  • Maison, D., A.G. Greenwald, and R.H. Bruin. 2004. Predictive validity of the implicit association test in studies of brands, consumer attitudes, and behavior. Journal of Consumer Psychology 14, no. 4: 405–15.
  • Naik, P.A., and K. Raman. 2003. Understanding the impact of synergy in multimedia communications. Journal of Marketing Research 40, no. 4: 375–88.
  • Newell, B.R., and D.R. Shanks. 2014. Unconscious influences on decision making: A critical review. Behavioral and Brain Sciences 37, no. 1. doi: 10.1017/S0140525X12003214
  • Nisbett, R.E., and T.D. Wilson. 1977. Telling more than we can know: Verbal reports on mental processes. Psychological Review 84, no. 3: 231.
  • Northup, T., and N. Mulligan. 2013. Conceptual implicit memory in advertising research. Applied Cognitive Psychology 27, no. 1: 127–36.
  • Nosek, B.A., C.B. Hawkins, and R.S. Frazier. 2011. Implicit social cognition: From measures to mechanisms. Trends in Cognitive Sciences 15, no. 4: 152–9.
  • Owen, L., H. Hang, C. Lewis, and S. Auty. 2012. Children's processing of embedded brand messages: Product placement and the role of conceptual fluency. In The psychology of entertainment media, ed. L.J. Shrum, 65–92: New York, Taylor & Francis.
  • Raaijmakers, J.G., J. Schrijnemakers, and F. Gremmen. 1999. How to deal with ‘the language-as-fixed-effect fallacy’: Common misconceptions and alternative solutions. Journal of Memory and Language 41, no. 3: 416–26.
  • Roediger, H.L. 1990. Implicit memory – retention without remembering. American Psychologist 45, no. 9: 1043–56. doi: 10.1037//0003-066X.45.9.1043
  • Roediger, H.L., M.J. Guynn, and T.C. Jones. 1994. Implicit memory: A tutorial review. International Perspectives on Psychological Science 2: 67–94.
  • Roediger, H.L., K. Srinivas, and M.S. Weldon. 1989. Dissociations between implicit measures of retention. In Implicit memory: Theoretical issues, ed. S. Lewandowsky, J. C., Dunn, and K. Kirsner, 67–84. Hillsdale, NJ: Erlbaum.
  • Schacter, D.L. 1987. Implicit memory – history and current status. Journal of Experimental Psychology–Learning Memory and Cognition 13, no. 3: 501–18. doi: 10.1037//0278-7393.13.3.501
  • Schumann, D.W., R.E. Petty, and D.S. Clemons. 1990. Predicting the effectiveness of different strategies of advertising variation: A test of the repetition–variation hypotheses. Journal of Consumer Research 17: 192–202.
  • Shapiro, S. 1999. When an ad's influence is beyond our conscious control: Perceptual and conceptual fluency effects caused by incidental ad exposure. Journal of Consumer Research 26, no. 1: 16–36. doi: 10.1086/209548
  • Shapiro, S., and H.S. Krishnan. 2001. Memory-based measures for assessing advertising effects: A comparison of explicit and implicit memory effects. Journal of Advertising 30: 1–13.
  • Shapiro, S., D.J. MacInnis, and S.E. Heckler. 1997. The effects of incidental ad exposure on the formation of consideration sets. Journal of Consumer Research 24, no. 1: 94–104.
  • Smit, E.G., P.C. Neijens, and R. Heath. 2013. The differential effects of position, ad and reader characteristics on readers’ processing of newspaper ads. International Journal of Advertising 32, no. 1: 65–84.
  • Snodgrass, J.G., B. Smith, K. Feenan, and J. Corwin. 1987. Fragmenting pictures on the apple macintosh computer for experimental and clinical applications. Behavior Research Methods Instruments & Computers 19, no. 2: 270–4.
  • Srinivas, K., and H.L. Roediger. 1990. Classifying implicit memory tests: Category association and anagram solution. Journal of Memory and Language 29, no. 4: 389–412.
  • Stammerjohan, C., C.M. Wood, Y. Chang, and E. Thorson. 2005. An empirical investigation of the interaction between publicity, advertising, and previous brand attitudes and knowledge. Journal of Advertising 34, no. 4: 55–67.
  • Tang, T., G.D. Newton, and X. Wang. 2007. Does synergy work? An examination of cross-promotion effects. The International Journal on Media Management 9, no. 4: 127–34.
  • Tavassoli, N.T. 1998. Language in multimedia: Interaction of spoken and written information. Journal of Consumer Research 25, no. 1: 26–37.
  • Tulving, E., and D.M. Thomson. 1973. Encoding specificity and retrieval processes in episodic memory. Psychological Review 80, no. 5: 352.
  • Unnava, H.R., and R.E. Burnkrant. 1991. Effects of repeating varied ad executions or brand name memory. Journal of Marketing Research 28: 406–16.
  • van Reijmersdal, E.A., E. Rozendaal, and M. Buijzen. 2012. Brand prominence in advergames: Effects on children's explicit and implicit memory. In Advances in Advertising Research. vol. III, Eds: M. Eisend; T. Langner; S. Okazaki, 321–329. Wiesbaden: Springer.
  • Voorveld, H.A.M., P.C. Neijens, and E.G. Smit. 2011. Opening the black box: Understanding cross-media effects. Journal of Marketing Communications 17, no. 2: 69–85.
  • Voorveld, H.A.M., P.C. Neijens, and E.G. Smit. 2012. The interacting role of media sequence and product involvement in cross-media campaigns. Journal of Marketing Communications 18, no. 3: 203–16.
  • Voorveld, H.A.M., and S.M. Valkenburg. 2013. Cross-media synergy: Exploring the role of the integration of ads in cross-media campaigns. In EAA advances in advertising research, vol. IV. The changing roles of advertising: Cutting edge international research, ed. S. Rosengren, and M. Dahlen, 187–200. Wiesbaden: Gabler Verlag.
  • Waiguny, M.K., M.R. Nelson, and B. Marko. 2013. How advergame content influences explicit and implicit brand attitudes: When violence spills over. Journal of Advertising 42, no. 2–3: 155–69.
  • Wakolbinger, L.M., M. Denk, and K. Oberecker. 2009. The effectiveness of combining online and print advertisements: Is the whole better than the individual parts? Journal of Advertising Research 49, no. 3: 360.
  • Warrington, E.K., and L. Weiskrantz. 1968. A new method of testing long-term retention with special reference to amnesic patients. Nature 217: 972–4.
  • Wilson, T.D., and N. Brekke,. 1994. Mental contamination and mental correction: Unwanted influences on judgments and evaluations. Psychological Bulletin 116, no. 1: 117.
  • Yang, M., and D.R. Roskos-Ewoldsen. 2007. The effectiveness of brand placements in the movies: Levels of placements, explicit and implicit memory, and brand-choice behavior. Journal of Communication 57, no. 3: 469–89.
  • Yang, M., D.R. Roskos-Ewoldsen, L. Dinu, and L.M. Arpan. 2006. The effectiveness of ‘in-game’ advertising: Comparing college students’ explicit and implicit memory for brand names. Journal of Advertising 35, no. 4: 143–52.
  • Yaveroglu, I., and N. Donthu. 2008. Advertising repetition and placement issues in on-line environments. Journal of Advertising 37, no. 2: 31–44.
  • Yoo, C.Y. 2007. Implicit memory measures for web advertising effectiveness. Journalism & Mass Communication Quarterly 84, no. 1: 7–23.
  • Yoo, C.Y. 2008. Unconscious processing of web advertising: Effects on implicit memory, attitude toward the brand, and consideration set. Journal of Interactive Marketing 22, no. 2: 2–18. doi: 10.1002/dir.20110

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.