The authors present the results of two studies showing that consumers' evaluation of an advertised brand can be influenced by prior advertising of products from related categories. When the regulatory goal of the target brand matches (conflicts with) the regulatory goal of the related product,...

According to the processing fluency model, advertising exposures enhance the ease with which a brand can be recognized and processed. This increased perceptual fluency in turn leads to more favorable attitudes toward the brand. The present research extends the processing fluency model to examine...