The Influence of Editorial Context on Consumer Response to Advertisements in a Specialty Magazine

Abstract

Specialty magazines contain a rich array of contextual cues with regard to the focal products, and these cues can influence the consumers processing of advertisements for such products. This study, conducted in Korea, investigates such an editorial context effect on the retrieval of the advertised brand from memory. The results suggest that subjects exposed to the advertisement in a specialty magazine have poorer discrimination ability than those seeing the advertisement in a general audience magazine. Also, within the context of the specialty magazine, advertisements promoting analytic processing outperform advertisements promoting non-analytic processing in terms of higher recall of ad claims and more favorable brand judgments.