Featured Research

from universities, journals, and other organizations

See a Honda, buy a Mountain Dew? What happens when consumers fast-forward through commercials?

Date:
November 19, 2013
Source:
University of Chicago Press Journals
Summary:
Consumers are bombarded with advertising throughout the course of any given day, often to the point where they rarely devote any conscious attention to processing the brand information. According to a new study, this is not necessarily bad news for companies.

Consumers are bombarded with advertising throughout the course of any given day, often to the point where they rarely devote any conscious attention to processing the brand information. According to a new study in the Journal of Consumer Research, this is not necessarily bad news for companies.

Related Articles


"Our research suggests that minimal processing of brand information may not necessarily be a bad thing for either consumers or firms, especially when multiple brands with different personalities are seen together," write authors Linyun W. Yang (University of North Carolina), Keisha M. Cutright (Wharton School of the University of Pennsylvania), Tanya L. Chartrand, and Gavan J. Fitzsimons (both Duke University). "We find that when a focal brand is seen with a brand that has a dissimilar personality, it will seem more distinctive than if it is seen with a brand that has a similar personality."

In one study, consumers watched a video clip of a television series that was interrupted by two commercials both played at faster than normal speed. They viewed a commercial for Mountain Dew preceded either by an ad for Hummer or by an ad for a Honda Pilot. Interestingly, while Mountain Dew is more associated with the rugged brand of Hummer, consumers who saw that ad paired with the relatively dissimilar brand of Honda were more willing to buy Mountain Dew. However, this was only the case when consumers viewed the commercials at the faster than normal speed. When consumers viewed the commercials at regular speed, there were no differences in preferences for Mountain Dew.

Across other studies the researchers were able to show that the "dissimilarity advantage" is driven by perceptions of uniqueness and distinctiveness related to being exposed to a brand that has a different personality from the others in the environment. The authors' research has implications for a wide variety of situations in which brands are intentionally or unintentionally paired with others and also on how they can better reach consumers viewing advertisements with DVR technology.

"Our findings suggest that the brand personalities many companies have so painstakingly cultivated may be influenced in ways that are difficult to control," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Linyun W. Yang, Keisha M. Cutright, Tanya L. Chartrand, and Gavan J. Fitzsimons. Distinctively Different: Exposure to Multiple Brands in Low-Elaboration Settings. Journal of Consumer Research, November 2013

Cite This Page:

University of Chicago Press Journals. "See a Honda, buy a Mountain Dew? What happens when consumers fast-forward through commercials?." ScienceDaily. ScienceDaily, 19 November 2013. <www.sciencedaily.com/releases/2013/11/131119193916.htm>.
University of Chicago Press Journals. (2013, November 19). See a Honda, buy a Mountain Dew? What happens when consumers fast-forward through commercials?. ScienceDaily. Retrieved December 21, 2014 from www.sciencedaily.com/releases/2013/11/131119193916.htm
University of Chicago Press Journals. "See a Honda, buy a Mountain Dew? What happens when consumers fast-forward through commercials?." ScienceDaily. www.sciencedaily.com/releases/2013/11/131119193916.htm (accessed December 21, 2014).

Share This


More From ScienceDaily



More Science & Society News

Sunday, December 21, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

After Sony Hack, What's Next?

After Sony Hack, What's Next?

Reuters - US Online Video (Dec. 19, 2014) The hacking attack on Sony Pictures has U.S. government officials weighing their response to the cyber-attack. Linda So reports. Video provided by Reuters
Powered by NewsLook.com
Sierra Leone Bikers Spread the Message to Fight Ebola

Sierra Leone Bikers Spread the Message to Fight Ebola

AFP (Dec. 19, 2014) More than 100 motorcyclists hit the road to spread awareness messages about Ebola. Nearly 7,000 people have now died from the virus, almost all of them in west Africa, according to the World Health Organization. Video provided by AFP
Powered by NewsLook.com
S. Leone Limits Chistmas Activities to Stem Ebola Spread

S. Leone Limits Chistmas Activities to Stem Ebola Spread

AFP (Dec. 19, 2014) Sierra Leone has launched sweeping efforts to stem the spread of Ebola in the west of the country. While church services will be allowed to go ahead over the festive period, public gatherings and entertainment have been banned. Duration: 01:10 Video provided by AFP
Powered by NewsLook.com
Obama: Better Ways to Create Jobs Than Keystone Pipeline

Obama: Better Ways to Create Jobs Than Keystone Pipeline

AFP (Dec. 19, 2014) US President Barack Obama says that construction of the Keystone pipeline would have 'very little impact' on US gas prices and believes there are 'more direct ways' to create construction jobs. Duration: 00:47 Video provided by AFP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Science & Society

Business & Industry

Education & Learning

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins