סמינר בשיווק

Hila Riemer (Ben-Gurion University of the Negev)

and

Hayden Noel (University of Illinois at Urbana-Champaign)

Abstract

Marketers have long used arousing messages in an attempt to increase advertising effectiveness. Yet, it is unclear whether arousal is helpful in improving memory. Focusing on memory for the ad claim, we show that ad-arousal negatively influences immediate memory but positively influences delayed memory. These effects, however, occur only when the arousing elements are relevant to the ad claim; when arousal is irrelevant to the ad claim, ad-arousal does not influence memory. Two lab studies, each of which consists of both an immediate and a delayed memory experiment, support these findings. Study 1 compares, in a within-subjects setting, 40 real professionally-created ads, which vary across arousal and relevance factors. Study 2 compares, in a between-subjects setting, four ads that vary across arousal and relevance factors. Here, each ad was embedded in a student magazine that was produced especially for the current research. The consistent findings across the studies reinforce our propositions. Implications, limitations, and future research directions are discussed.