Clutter and serial order redefined and retested

Journal of Advertising Research

Volumn 37, Issue 5, 1997, Pages 57-73

  Zhao, Xinshu ^a,b  

^a UNIVERSITY OF MINNESOTA   (United States)

^b UNIVERSITY OF NORTH CAROLINA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 18844414427     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: None     Document Type: Article

References (56)

1. ANDERSON, CHERI L. "TV Commercials on the Super Bowl." Paper presented to the American Academy of Advertising, Vancouver, British Columbia, March/April 1996.
2. BLANKENSHIP, ALBERT B., and PAUL L. WHITELY. "Proactive Inhibition in the Recall of Adver-tising Material." Journal of Social Psychology 13 (1941): 311-22.
3. BROWN, KATHY. "Finding the Right 'Pod' Position." Adweek, June 20, 1988.
4. BROWN, TOM J., and MICHAEL L. ROTHSCHILD. "Reassessing the Impact of Television Advertising Clutter." Journal of Consumer Research 20, 1 (1993): 138-46.
5. COHEN, JACOB, and PATRICIA COHEN. Applied Multiple Regression/Correlation Analysis for the Behavioral Sciences, 2nd ed. Hillsdale, NJ: Lawrence Erlbaum, 1983.
6. COOK, THOMAS D., and DONALD T. CAMPBELL. Quasi-Experimentation: Design & Analysis Issues for Field Settings. Boston: Houghton Mifflin/ Chicago: Rand McNally College Pub. Co., 1979.
7. CRAIK, FERGUS I. M. "The Fate of Primary Items in Free Recall." Journal of Verbal Learning and Verbal Behavior 9, 2 (1970): 143-18.
8. DEVENY, KATHLEEN. "In Weighing Impact of Super Bowl Ads, Marketers Have Trouble 'Keeping Score." The Wall Street Journal, January 26, 1993.
9. EBBINGHAUS, E. Grundzuge der Psychologie, Leipzig: von Veit, 1902.
10. ELLIOTT, STUART. "Super Triumphs and Super Flops." The New York Times, January 30, 1994.
11. GLANZER, MURRAY. "Storage Mechanism in Free Recall." In The Psychology of Learning and Motivation, Gordon H. Bower and J. T. Spence, eds., Vol. 5. New York: Academic Press, 1972.
12. _, and ANITA R. CUNITZ. "Two Storage Mechanisms in Free Recall." Journal of Verbal Learning and Verbal Behavior 5 (1966): 351-60.
13. GOLDMAN, KEVIN. "Super Bowl Ads Looked Worse Than Bills." The Wall Street Journal, February 1, 1994.
14. GREENE, WILLIAM F. "Maybe the Valley of the Shadow Isn't So Dark After All." Journal of Advertising Research 28, 5 (1988): 11-15.
15. GRIMES, TOM, and JEANNE MEADOWCROFT. "Attention to Television and Some Methods for Its Measurement." In Communication Year Book 18, Bran R. Burleson, ed. Thousand Oaks, CA: Sage, 1994.
16. KENT, ROBERT J. "Competitive versus Noncompetitive Clutter in Television Advertising." Journal of Advertising Research 33, 2 (1993): 40-46.
17. _. "Competitive Clutter in Network Television Advertising." Journal of Advertising Research 35, 1 (1995): 49-57.
18. _, and CHRIS T. ALLEN. "Competitive Interference in Consumer Memory for Advertising: The Role of Brand Familiarity." Journal of Marketing 58, 3 (1994): 97-105.
19. _, and KAREN A. MACHLETT. "The Effects of Fostexposure Test Expectation in Advertising Experiments Utilizing Recall and Recognition Measures." Marketing Letters 3, 1 (1992): 17-26.
20. KIM, TAEYONG, and XINSHU ZHAO. "The Effect of Serial Position on TV Advertisement Recall: Evidence from Two Years of Super Bowl Advertising Data." Paper presented at the Association for Education in Journalism and Mass Communication, Kansas City, August 1993.
21. KRUGMAN, HERBERT E. "The Impact of Television Advertising: Learning Without Involvement." Public Opinion Quarterly 29, 3 (1965): 349-56.
22. LACHMAN, ROY, JANET LACHMAN, and EARL C. BUTTERFIELD. Cognitive Psychology and Information Processing. Hillsdale, NJ: Lawrence Erlbaum, 1979.
23. MACKENZIE, SCOTT B., RICHARD J. LUTZ, and GEORGE E. BELCH. "The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations." Journal of Marketing Research 23, 2 (1986): 130-43.
24. MANDESE, JOE. "Super Bowl Ad Blowout Can Bomb." Advertising Age, January 6, 1992.
25. MARTZKE, RUDY. "Bills-Cowboys Show Most-Watched Ever." USA Today, February 1, 1994.
26. MCCOMBS, MAXWELL E., and DONALD L. SHAW. "The Agenda Setting Function of the Press." Public Opinion Quarterly 36, 2 (1972): 176-87.
27. MCKINNEY, FRED. "Retroactive Inhibition in Advertising." Journal of Applied Psychology 19 (1935): 59-66.
28. MITCHELL, ANDREW A., and JERRY C. OLSON. "Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?" Journal of Marketing Research 18, 3 (1981): 318-32.
29. MOORE, MARTHA T. "Super Ad! What's It For?" USA Today, February 2, 1993.
30. PAVELCHAK, MARK A., JOHN H. ANTIL, and JAMES M. MUNCH. "The Super Bowl: An Investigation Into the Relationship Among Program Context, Emotional Experience, and Ad Recall." Journal of Consumer Research 15, 3 (1988): 360-67.
31. PEDHAZUR, ELAZAR J. Multiple Regression in Behavioral Research, 2nd ed. Fort Worth, TX: Harcourt Brace Jovanovich College Publishers, 1982.
32. PILLAI, SANKARA. "Impact of Clutter on Advertising Viewership and Recall: An Indian Experiment." Journal of the Market Research Society 32, 2 (1990): 187-96.
33. POKRYWCZYNSKI, JAMES VAN. "Assessing the Distracting Viewing Environment for Television Sports and Its Relationship to Advertising Recall." Journal of Media Planning 8, 1 (1994): 4-14.
34. ROSSITER, JOHN R., and LARRY PERCY. Advertising and Promotion Management. New York, NY: McGraw-Hill, 1987.
35. SCHWARTZ, DONA. "Superbowl XXVI: Reflections on the Manufacture of Appearance." Visual Sociology 8, 1 (1993): 23-33.
36. SHAW, DONALD L., and MAXWELL E. MCCOMBS. The Emergence of American Political Issues: The Agenda-Selling Function of the Press. St. Paul, MN: West Publishing Company, 1977.
37. SHEN, FUYUAN, HENRY HSIAO, XINSHU ZHAO, and FRANK BIOCCA. "Should USA Today's Super Bowl Ad Meter Be Changed? - An Analysis of Its Continuous Audience Response Data." Paper presented to the Association for Education in Journalism and Mass Communication, Washington, DC, August 1995.
38. SHIMP, TERENCE A. "Attitude Toward the Ad as a Mediator of Consumer Brand Choice." Journal of Advertising 10, 2 (1981): 9-15.
39. STEINER, GARY A. "The People Look at Commercials: A Study of Audience Behavior." Journal of Business of the University of Chicago 39 (1966): 272-304.
40. THORSON, ESTHER. "Using Eyes-on-Screen as a Measure of Attention to Television." In Measuring Cognitive Responses to Media Messages, Annie Lang, ed. Hillsdale, NJ: Lawrence Erlbaum, 1994.
41. _, XINSHU ZHAO, and MARIAN FRIESTAD. "Attention over Time: Behavior in a Natural Viewing Environment." Paper presented to the American Academy of Advertising, Chicago, April 1988.
42. USA Today. "Super Bowl Ad Meter." January 28, 1991.
43. _. "Super Bowl Ad Meter." January 27, 1992.
44. _. "Super Bowl Ad Meter V." February 1, 1993.
45. _. "How Past Games Have Rated on TV." January 28, 1994a.
46. _. "Super Bowl Ad Meter VI." January 31, 1994b.
47. _. "Super Bowl Ad Meter VII." January 30, 1995.
48. WEBB, PETER H. "Consumer Initial Processing in a Difficult Media Environment." Journal of Consumer Research 6, 3 (1979): 225-36.
49. _, and MICHAEL L. RAY. "Effects of TV Clutter." Journal of Advertising Research 19, 3 (1979): 7-12.
50. WHEATLEY, JOHN J. "Influence of Commercial's Length and Position." Journal of Marketing Research 5, 2 (1968): 199-202.
51. ZHAO, XINSHU. "Effects of Commercial Position in Television Programming." Doctoral dissertation, School of Journalism and Mass Communication, University of Wisconsin-Madison, 1989.
52. _. "Conceptual Components of Media Effect and Their Statistical Indicators." Paper presented to the Association for Education in Journalism and Mass Communication, Chicago, July/August 1997.
53. _, GLEN L. BLESKE, and DELANCY H. S. BENNETT. "Scoring Big When the Game Is Over: Verifying Continuous On-Line Audience Response Systems in Predicting Advertising Effectiveness." In Proceedings of the 1993 Conference of the American Academy of Advertising, 1993.
54. _, and HUEY-CHYI CHEN. "Effects of Celebrity Endorsement on Brand Recognition and Advertising Liking." Paper presented to the Association for Education in Journalism and Mass Communication, Anaheim, California, August 1996.
55. _, and REGINA LEWIS. "The Effect of Television Commercial Length on Recall: Evidence from Two Years of Super Bowl Broadcasts." Paper presented at the Association for Education in Journalism and Mass Communication, Atlanta, August 1994.
56. _, FUYUAN SHEN, and KENNETH BLAKE. "Position of TV Advertisements in a Natural Pod - A Preliminary Analysis of Concepts, Measurements and Effects." In Proceedings of the 1995 Conference of the American Academy of Advertising, 1995.