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Consistent with resource matching (Anand and Sternthal 1989, 1990), when available cognitive resources are insufficient, information processing will be incomplete, thereby hindering retention. Silence within an ad can also facilitate rehearsal thus increasing consumer ad recall (Olsen 1997). Creative directors believe that silence may be used effectively to generate attention to the ad in general as well as to specific items of ad information (Olsen 1994). The absence of sound in an ad may provide a sharp contrast between the ad or the program which preceded it. Silence thus represents the antithesis of such audio effects as music and narration which involve the active communication of commercial content to consumers. For broadcast ads, ISI is the amount of time between two items of information, where an item may be one or more words used to describe a particular product feature. Olsen (1997) introduced a measure called interstimulus interval (ISI) which operationalized silence in advertising. It may take various forms, including white space in print advertising, and the absence of audio communication in radio and television commercials. Silence in advertising may be conceived as the period of time in which no information is presented to the consumer.
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One executional cue that has received recent attention from academics and practitioners is silence (Olsen 1994).
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Thus, marketers must constantly develop creative tactics by employing a variety of new techniques and executional cues to get their ads noticed and processed. To aggravate matters, consumers are engaging in ad-avoiding behaviors by raising perceptual screens in their media viewing (Bettman 1979), and by zipping and zapping commercials (Olney, Holbrook, and Batra 1991). The allocation of greater air time for advertising, the use of shorter commercials, and the increased presence of non-programming materials suggest that a given commercial message must compete with an increasing number of other stimuli for consumer attention (Brown and Rothschild 1993). The media environment for advertising is becoming increasingly cluttered. Managerially, the findings imply that advertisers should selectively pause for a cause. The results are explained from a resource matching perspective. However, silence enhanced attention, recall, relevant-attributeevaluation, and brand attitude when it was relevant to the ad message. The results showed that a silent segment in a television commercial increased attention and recall but did not enhance attribute evaluation and brand attitude. This study investigates the effectiveness of silence as an executional cue in enhancing consumer ad response. Wendy Yeo, National University of Singapore Siew Meng Leong, National University of Singapore Swee Hoon Ang, National University of Singapore WHEN SILENCE IS GOLDEN: EFFECTS OF SILENCE ON CONSUMER AD RESPONSE Scott, Provo, UT : Association for Consumer Research, Pages: 295-299.Īdvances in Consumer Research VolPages 295-299 Swee Hoon Ang, Siew Meng Leong, and Wendy Yeo (1999) ,"When Silence Is Golden: Effects of Silence on Consumer Ad Response", in NA - Advances in Consumer Research Volume 26, eds.
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ABSTRACT - This study investigates the effectiveness of silence as an executional cue in enhancing consumer ad response.