Can online display advertising help consumers to more successfully search for their preferred brands, and thus reduce the impact of competitive clutter on shopping sites? Moreover, if advertising indeed has such direct brand search benefits, which attentional mechanisms account for it? To answer...

This paper provides empirical insight into the way consumers make pairwise similarity judgments between brands, and how familiarity with the brands, serial position of the pair in a sequence, and the presentation format affect these judgments. Within the similarity judgment process both the...