The effects of picture-word consistency, processing motivation and repetition on advertisement recall

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.