JARID Social Representations paper revised_pm
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JARID Social Representations paper revised_pm
1Verbal Rhetoric versus Message RepetitionUnder Heavy Processing Load and Incidental Exposure to AdvertisingEDWARD F. MCQƯARRIE*andDAVID GLEN MICK*Wor JARID Social Representations paper revised_pmrking Paper38991Please Do Nọt Quote Without Permission2Author Notes♦Edward F. McQuarrie is professor of marketing at the Leavey School of Business, Santa Clara University, Santa Clara, CA 95053, phone (805) 473-3791, fax (805) 473-5717, email emcouarrie@scu.edu. David Glen Mick is the Robert Hill Ca JARID Social Representations paper revised_pmrter Professor of Commerce at the McIntire School of Commerce, University of Virginia, Charlottesville, VA 22904, email dmicktffivirginia.edu. The autJARID Social Representations paper revised_pm
hors acknowledge financial support from Santa Clara University, in the form of Leavey and University grants, and the University of Virginia, in the fo1Verbal Rhetoric versus Message RepetitionUnder Heavy Processing Load and Incidental Exposure to AdvertisingEDWARD F. MCQƯARRIE*andDAVID GLEN MICK*Wor JARID Social Representations paper revised_pmghs and Barbara J. Phillips for ideas and advice on the manuscript.3AbstractOverloaded and disinterested consumers have become skillful at screening out ads. In response, advertisers employ and c ombine various strategies, with two major ones being (a) rhetorical figures (c.g., rhyme, puns) and (b) JARID Social Representations paper revised_pmmessage repetition, rhough each has received substantial research attention and is crucial to advertising theory, they have not been examined simultanJARID Social Representations paper revised_pm
eously. We conducted a multi-magazine experiment that imposed a heavy processing load and incidental exposure to ads. Target ads had headlines varying1Verbal Rhetoric versus Message RepetitionUnder Heavy Processing Load and Incidental Exposure to AdvertisingEDWARD F. MCQƯARRIE*andDAVID GLEN MICK*Wor JARID Social Representations paper revised_pmical structure had a systematically greater impact on memory, cognitive responses, and ad evaluations than variations in message repetition. Also, consistent with a resource-matching perspective, but contrary to several prior studies, rhetorical schemes that are characterized by internal redundancy JARID Social Representations paper revised_pm(e.g., rhyme), as compared to rhetorical tropes that are more open-ended (e.g.. puns), were more effective at intensifying consumers’ selectiveprocessJARID Social Representations paper revised_pm
ing of target ads.4Contemporary life is hectic and consumers confront an unrelenting torrent of marketing stimuli at every turn. As a result, consumer1Verbal Rhetoric versus Message RepetitionUnder Heavy Processing Load and Incidental Exposure to AdvertisingEDWARD F. MCQƯARRIE*andDAVID GLEN MICK*Wor JARID Social Representations paper revised_pmcess ads. Two widespread strategies are rhetorical structures such as wordplay (e.g., rhyme, puns) and message repetition. But while theory and research on rhetoric (e.g., Deighton 1985; McQuarrie and Mick 1996; Scott 1994) and on message repetition (e.g., Nordhielm 2003; Pechman and Stewart 1988; S JARID Social Representations paper revised_pmawyer 1981) are each reasonably well-developed, these two alternative strategies have yet to be considered together in a single study. Mixed results fJARID Social Representations paper revised_pm
rom prior research make predictions in such an integrated study less than straightforward, particularly under the heavy processing demands and inciden1Verbal Rhetoric versus Message RepetitionUnder Heavy Processing Load and Incidental Exposure to AdvertisingEDWARD F. MCQƯARRIE*andDAVID GLEN MICK*Wor JARID Social Representations paper revised_pmxperiment that examined the impact of two types of rhetorical structure across different levels of message repetition, under conditions designed to simulate information overload and incidental advertising exposure. We begin by outlining these conditions to lay the groundwork for our research. Then w JARID Social Representations paper revised_pme review prior work on rhetorical figures and message repetition, and delineate competing expectations for an experimental test that pits these factorJARID Social Representations paper revised_pm
s against one another. Next we describe the study design and detail the data analyses. Findings are discussed in terms of extending rhetorical theory,1Verbal Rhetoric versus Message RepetitionUnder Heavy Processing Load and Incidental Exposure to AdvertisingEDWARD F. MCQƯARRIE*andDAVID GLEN MICK*Wor JARID Social Representations paper revised_pmAD AND INCIDENTAL AD EXPOSUREOver the years consumer researchers have studied information overload from various angles, particularly once it began to be suspected that the increasing pace, demands, and media intensity of economic life might lead consumers to develop adaptive and mal-adaptive process JARID Social Representations paper revised_pming strategies (see, e.g., Jacoby, Speller, and Berning 1974; Keller and Staelin 1987; Mick, Broniarczyk, and Haidt 2003). A foundational premise of tJARID Social Representations paper revised_pm
his literature is that consumers have limits on their capacity to process information at any given time. Hence, as processing load grows heavier, cons1Verbal Rhetoric versus Message RepetitionUnder Heavy Processing Load and Incidental Exposure to AdvertisingEDWARD F. MCQƯARRIE*andDAVID GLEN MICK*Wor JARID Social Representations paper revised_pmers have long recognized that despite—or perhaps because of—the increasing volume of daily advertising, any individual advertisement is rarely the primary focus of consumer processing. Rather, consumers principally focus on the non-advertising or editorial material that surrounds the ads. Under such JARID Social Representations paper revised_pm circumstances, most ads will receive no processing, some will receive partial or surface processing, and a few will be processed in depth. The procesJARID Social Representations paper revised_pm
sing of a given ad, to whatever degree, and in some particular manner, will depend on characteristics of the ad, the situation, and'or the person (Cel1Verbal Rhetoric versus Message RepetitionUnder Heavy Processing Load and Incidental Exposure to AdvertisingEDWARD F. MCQƯARRIE*andDAVID GLEN MICK*Wor JARID Social Representations paper revised_pm overall processing load is heavy, the surrounding non-advertising context contains meaningful content that is appealing to consumers, and exposure to advertising is not directed or forced. Hence, we set out to construct a laboratory processing environment that met the following criteria. First, the JARID Social Representations paper revised_pm ads are embedded in a large quantity of primary editorial matter likely to be of autonomous interest to participants. Second, the ads are not mentionJARID Social Representations paper revised_pm
ed or highlighted in the instructions to6participants. Third, the instructions and any pre-exposure measures are designed to reinforce participants’ n1Verbal Rhetoric versus Message RepetitionUnder Heavy Processing Load and Incidental Exposure to AdvertisingEDWARD F. MCQƯARRIE*andDAVID GLEN MICK*Wor JARID Social Representations paper revised_pm the total of the incidental and primary materials being exposed, exceeds the participants’ capacity to process it all, so that participants themselves must select what portions of the materials to process to a greater degree, a lesser degree, or not at all. Fifth, excepting independent variables ma JARID Social Representations paper revised_pmnipulated as part of the design, no other aspect of the research procedure either negatively constrains or positively enjoins participants’ motivationJARID Social Representations paper revised_pm
, opportunity, or ability to process the ads.In recent years consumer researchers have made important advances in studying incidental exposure to adve1Verbal Rhetoric versus Message RepetitionUnder Heavy Processing Load and Incidental Exposure to AdvertisingEDWARD F. MCQƯARRIE*andDAVID GLEN MICK*Wor JARID Social Representations paper revised_pmmispheres, involve explicitly and strongly directing participants to attend in one direction (e.g., to a right or left page in a newspaper) while a target ad placed on the opposite page is manipulated. These designs are informative through forcing subconscious, and only subconscious, exposure to tar JARID Social Representations paper revised_pmget ads. However, they are not germane when the goal is to test whether consumers will voluntarily process one kind of target ad to a greater degree tJARID Social Representations paper revised_pm
han another. For our purposes, the hallmark of ad processing under heavy processing load and incidental exposure is the freedom, on an ad by ad basis,1Verbal Rhetoric versus Message RepetitionUnder Heavy Processing Load and Incidental Exposure to AdvertisingEDWARD F. MCQƯARRIE*andDAVID GLEN MICK*Wor JARID Social Representations paper revised_pms are a common advertising characteristic (Leigh 1994): examples include rhyme, antimetabole, ellipsis, puns, and metaphor. McQuarrie and Mick (1996) have argued that because rhetorical figures are deviant expressions, they are psychologically JARID Social Representations paper revised_pm1Verbal Rhetoric versus Message RepetitionUnder Heavy Processing Load and Incidental Exposure to AdvertisingEDWARD F. MCQƯARRIE*andDAVID GLEN MICK*WorGọi ngay
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