Abstract
A key proposition of resource matching theory is that the cognitive challenge presented by a message execution should meet rather than exceed (or fall short of) the level of cognitive resources that the recipient is prepared to expend. A number of generation effect studies under incidental learning conditions indicate that the cognitive challenge presented by omitting letters from a word may enhance recall for the word. Within the context of brand placements in a novel, this study uses both the resource matching and generation effect frameworks to hypothesise the effects on brand recall of manipulating the cognitive challenge presented by the format of a brand placement – a fragment of a brand name versus a complete brand name. The results of two experiments indicate that mild fragmentation (the omission of a single letter in a brand name) induces higher levels of brand recall than either a severely fragmented or complete brand name. Study limitations as well as implications for the practice of brand placement in novels and other media are discussed.
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