Construct · 1 fields · 1 citations

competitive interference: a standalone construct

One name. One construct. A landmark on the map.

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A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Advertising

the reduction in memory for a brand's advertising caused by exposure to advertising for competing brands in the same product category.

In advertising, competitive interference refers to the reduction in memory for a brand's advertising caused by exposure to advertising for competing brands in the same product category. This meaning comes from Burke (1988) in Journal of Consumer Research.[1]

Unit
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Nearby constructs

category4 fields · 4 citationsjingle · one word, four constructs exposure6 fields · 13 citationsjingle · one name, six constructs interference4 fields · 5 citationsjingle · one word, four unrelated constructs

References

Burke, R. R., & Srull, T. K. (1988). Competitive Interference and Consumer Memory for Advertising. Journal of Consumer Research, 15(1), 55. https://doi.org/10.1086/209145

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