Researching mere exposure effects to advertising - theoretical foundations and methodological implications

Anthony Grimes and Philip Kitchen

This paper concerns a potentially under-researched area of great relevance to the discipline of market research – namely, low-attention processing of marketing communications.
  

Researching mere exposure effects to advertising – theoretical foundations and methodological implications

Anthony Grimes and Philip J. KitchenUniversity of Hull Business School

INTRODUCTION

Given the increasing proliferation of communications 'clutter', and the fact that consumers are often involved in tasks that occupy attention and limit communication processing (MacInnis et al. 1991), it is likely that the majority of marketing communications stimuli do not receive any active processing (Bauer & Greyser 1968).

Furthermore, as brands are generally perceived to match each other in terms of functional performance, consumers 'no longer feel the...

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