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...