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Fischer (geb. Schirmer), Nadine (2014): Competitive Clutter – Not Too Bad After All? 2014 Global Marketing Conference at Singapore, Singapore, 2014. Global Alliance of Marketing & Management Associations (ed.) , In: Proceedings of the 2014 Global Marketing Conference at Singapore, pp. 640-645

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Abstract

This research analyzes the effects of competitive advertising in women's magazines on the consumer using an experiment. In addition to replicating adverse interference effects of competitive advertising on memory in a real-world media environment, this study demonstrates that it also induces an increased product category desire for the advertised product category.

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