The Differential Effects of within-Brand and between-Brand Processing on the Recall and Recognition of Television Commercials

Abstract

Abstract This study considers the usefulness of a basic distinction between two types of evaluative processing in explaining memory for advertising. The results of empirical tests suggest that between-brand processing leads to increased performance on recall tasks, while within-brand processing appears to facilitate successful performance of brand name recognition tasks. Analysis of the effects of the processing tasks on brand name recall and recognition, dissociations across these tasks, and recognition errors suggests that this distinction in processing types can help us to better understand memory for advertising phenomena. The implications of the findings for future advertising research into the effects of processing differences and the relationship between retrieval tasks are discussed.