Skip to main content
View expanded cover

Advances in Advertising Research X pp 93–106Cite as

Are Incomplete Advertisements More Effective? A Test of the Generation Effect and the Ambiguity Effect

Part of the European Advertising Academy book series (EAA)

Abstract

During the European Football Championship 2016 in France, Carlsberg promoted its beer only by using the word “probably” with the means of perimeter advertising that looked like the logo of the brand. Neither the brand name nor the product was depicted. The Mars Company sometimes promotes its sweets with ads that only contain a portion of the brand name letters.

This is a preview of subscription content, access via your institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • DOI: 10.1007/978-3-658-24878-9_8
  • Chapter length: 14 pages
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
eBook
USD   109.00
Price excludes VAT (USA)
  • ISBN: 978-3-658-24878-9
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Hardcover Book
USD   149.99
Price excludes VAT (USA)
Learn about institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Brennan, I. (2008), “Brand placement in novels: A test of the generation effect,” in: International Journal of Advertising, Vol. 27, No. 4, 495-509.

    CrossRef  Google Scholar 

  • Hagtvedt, H. (2011), “The impact of incomplete typeface logos on perceptions of the firm,” in: Journal of Marketing, Vol. 75, No. 4, 86-93.

    CrossRef  Google Scholar 

  • Hayes, A. F. (2013), “Introduction to mediation, moderation, and conditional process analysis: A regression-based approach,” Guilford Press, New York.

    Google Scholar 

  • Jacoby, L. L. (1978), “On interpreting the effects of repetition: Solving a problem versus remembering a solution,” in: Journal of Verbal Learning and Verbal Behavior, Vol. 17, No. 6, 649-667.

    CrossRef  Google Scholar 

  • Jacoby, L. L. and M. Dallas (1981), “On the relationship between autobiographical memory and perceptual learning,” in: Journal of Experimental Psychology: General, Vol. 110, No. 3, 306-340.

    CrossRef  Google Scholar 

  • Kinjo, H. and J. G. Snodgrass (2000), “Does the generation effect occur for pictures?” in: The American Journal of Psychology, Vol. 113, No. 1, 95-121.

    CrossRef  Google Scholar 

  • Lee, A. and A. Labroo (2004), “The effect of conceptual and perceptual fluency on Brand evaluation,” in: Journal of Marketing Research, Vol. 41, No. 2, 151-165.

    CrossRef  Google Scholar 

  • McElroy, L. A. and N. J. Slamecka (1982), “Memorial consequences of generating nonwords: Implications for semantic-memory interpretations of the generation effect,” in: Journal of Verbal Learning and Verbal Behavior, Vol. 21, No. 3, 249-259.

    CrossRef  Google Scholar 

  • McFarland, C. E.; Frey T. J., and D. D. Rhodes (1980), “Retrieval of internally versus externally generated words in episodic memory,” in: Journal of Verbal Learning and Verbal Behavior, Vol. 19, No. 2, 210-225.

    CrossRef  Google Scholar 

  • Nairne, J. S.; C. P. Pusen, and R. L. Widner Jr. (1985), “Representation in the mental lexicon: Implications for theories of the generation effect,” in: Memory & Cognition, Vol. 13, No. 2, 183-191.

    CrossRef  Google Scholar 

  • Nairne, J. S. and R. L. Widner (1988), “Familiarity and lexicality as determinants of the generation effect,” in: Journal of Experimental Psychology: Learning, Memory, and Cognition, Vol. 14, No. 4, 694-699.

    Google Scholar 

  • Peracchio, L. A. and J. Meyers-Levy (1994), “How ambiguous cropped objects in ad photos can affect product evaluations,” in: Journal of Consumer Research, Vol. 21, No. 1, 190-204.

    CrossRef  Google Scholar 

  • Peynı̇rcı̇oğlu, Z. F. (1989), “The generation effect with pictures and nonsense figures,” in: Acta Psychologica, Vol. 70, No. 2, 153-160.

    CrossRef  Google Scholar 

  • Sengupta, J., and G. J. Gorn (2002), “Absence makes the mind grow sharper: Effects of element omission on subsequent recall,” in: Journal of Marketing Research, Vol. 39, No. 2, 186-201.

    CrossRef  Google Scholar 

  • Slamecka, N. J. and P. Graf (1978), “The generation effect: Delineation of a phenomenon,” in: Journal of Experimental Psychology: Human Learning and Memory, Vol. 4, No. 6, 592-604.

    Google Scholar 

  • Steffens M. C. and E. Erdfelder (1998), “Determinants of positive and negative generation effects in free recall,” in: The Quarterly Journal of Experimental Psychology Section A, Vol. 51, No. 4, 705-733.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Universität Augsburg, Augsburg, Germany

    Antonia Kraus & Heribert Gierl

Authors
  1. Antonia Kraus
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Heribert Gierl
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Antonia Kraus .

Editor information

Editors and Affiliations

  1. University of Valencia, Valencia, Valencia, Spain

    Prof. Enrique Bigne

  2. Center for Retailing, Stockholm School of Economics, Stockholm, Sweden

    Prof. Sara Rosengren

Rights and permissions

Reprints and Permissions

Copyright information

© 2019 Springer Fachmedien Wiesbaden GmbH, part of Springer Nature

About this chapter

Verify currency and authenticity via CrossMark

Cite this chapter

Kraus, A., Gierl, H. (2019). Are Incomplete Advertisements More Effective? A Test of the Generation Effect and the Ambiguity Effect. In: Bigne, E., Rosengren, S. (eds) Advances in Advertising Research X. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-24878-9_8

Download citation