Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/45124
Title: The effects of picture-word consistency, processing motivation and repetition on advertisement recall
Authors: Ang, S.H. 
Leong, S.M. 
Lock, K.L.
Keywords: Advertisement recall
Picture-word consistency
Processing motivation
Repetition
Issue Date: 1996
Source: Ang, S.H.,Leong, S.M.,Lock, K.L. (1996). The effects of picture-word consistency, processing motivation and repetition on advertisement recall. Journal of Marketing Communications 2 (1) : 37-49. ScholarBank@NUS Repository.
Abstract: The effects of advertisement consistency, consumer motivation to process information and repetition on the recall of interactive print advertisements were examined. Results confirmed previous findings that superior recall was obtained from discrepant advertisements than from consistent advertisements, by more motivated than less motivated consumers and through repetition rather than a single exposure to advertisements. Boundary conditions for the incongruency effect were also explored. Processing motivation was found to moderate the incongruency effect. Specifically, advertisement recall was higher for discrepant advertisements for more motivated consumers but not for those less motivated to process the advertisement information. Repetition did not enhance the recall superiority of discrepant over consistent advertisements. Implications are discussed and future research directions forwarded.
Source Title: Journal of Marketing Communications
URI: http://scholarbank.nus.edu.sg/handle/10635/45124
ISSN: 13527266
Appears in Collections:Staff Publications

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