Abstract
We used the process dissociation procedure to examine consumers’ information processing in relation to brand maturity and ad exposure frequency. The results showed that, under the divided-attention condition, mature brands elicited more automatic processing than new brands. The controlled processing did not vary significantly across different brand maturity levels. Under the low-involvement-learning condition, repetition was found to facilitate both automatic and controlled processing. One implication for marketing managers is that, even under a non-attending condition, consumers may retain ad information through automatic processing.
| Keywords: | advertising; exposure frequency; brand; maturity; mode of information processing |
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