Effects of Repeating Varied Ad Executions on Brand Name Memory
Unnava and Burnkrant tested, in two experiments, the encoding variability explanation for the superior memorability of varied advertising executions over repeated identical executions. They report that attention and encoding variability contribute independently to brand name memory, and that effects are obtained even when attention differences are controlled. Journal of Marketing Research 28(4), 406-416, 1991. No sample sizes or effect sizes are used; the full text was not read.
Unnava and Burnkrant tested, in two experiments, the encoding variability explanation for the superior memorability of varied advertising executions over repeated identical executions. They report that attention and encoding variability contribute independently to brand name memory, and that effects are obtained even when attention differences are controlled. Journal of Marketing Research 28(4), 406-416, 1991. No sample sizes or effect sizes are used; the full text was not read.
Written from the abstract from the OpenAlex record and bibliographic details from Crossref, 2026-11-03; full text not read.
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Unnava, H. R., & Burnkrant, R. E. (1991). Effects of Repeating Varied Ad Executions on Brand Name Memory. Journal of Marketing Research, 28(4), 406-416. doi:10.1177/002224379102800403 https://doi.org/10.1177/002224379102800403