Competitive interference and consumer memory for advertising
Burke and Srull report three experiments on memory interference in advertising. Memory for a brand's advertisement was inhibited by later exposure to advertising for other products from the same manufacturer and for competing brands in the same category; earlier exposures interfered with later memory as well; and competing advertising changed the effect of repetition, which improved recall only when few or no similar products competed. Journal of Consumer Research 15(1), 1988; authors Raymond R. Burke and Thomas K. Srull.
Burke and Srull report three experiments on memory interference in advertising. Memory for a brand's advertisement was inhibited by later exposure to advertising for other products from the same manufacturer and for competing brands in the same category; earlier exposures interfered with later memory as well; and competing advertising changed the effect of repetition, which improved recall only when few or no similar products competed. Journal of Consumer Research 15(1), 1988; authors Raymond R. Burke and Thomas K. Srull.
Written from the abstract from the OpenAlex record (search), 2026-11-03; full text not read.
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Burke, R. R., & Srull, T. K. (1988). Competitive interference and consumer memory for advertising. Journal of Consumer Research, 15(1). doi:10.1086/209145 https://doi.org/10.1086/209145