| Chapter 2: | Literature Review |
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processed more efficiently. Second, because consumers’ attention, comprehension, and retention of ads are largely selective, familiar brands tend to receive greater attention than unfamiliar brands. In order words, people have limited attention capacity, and familiar information may receive greater attention than unfamiliar information. Third, because consumers have more extensive prior experience with familiar brands, cognitive elaboration is more likely with familiar rather than unfamiliar brands. In short, when consumers see ads for familiar brands, they utilize their prior experiences and pre-existing knowledge in the processing of new information.
Figure 2.3. Response to Advertising Moderated by Brand Familiarity
Used with permission from: Tellis, G. (1997). Effective frequency: One exposure or three factors. Journal of Advertising Research, 37 (4), p. 76. (www.jar.warc.com)
Prior research provides strong empirical evidence that supports a positive impact of brand familiarity on advertising effectiveness. In an experiment, Kent and Allen (1994) exposed participants to either familiar