Shapiro, Stewart; MacInnis, Deborah J; Heckler, Susan E - In: Journal of Consumer Research 24 (1997) 1, pp. 94-104
This study extends research on incidental ad exposure by examining whether incidental exposure to an ad increases the likelihood that a product depicted in the ad will be included in a consideration set. Incidental ad exposure implies that an ad receives minimal attentional resources while other...