{"id":"https://openalex.org/W2037624809","doi":"https://doi.org/10.2501/s0021849909090217","title":"How Clutter Affects Advertising Effectiveness","display_name":"How Clutter Affects Advertising Effectiveness","publication_year":2009,"publication_date":"2009-06-01","ids":{"openalex":"https://openalex.org/W2037624809","doi":"https://doi.org/10.2501/s0021849909090217","mag":"2037624809"},"language":"en","primary_location":{"id":"doi:10.2501/s0021849909090217","doi":"https://doi.org/10.2501/s0021849909090217","is_oa":false,"landing_page_url":"https://doi.org/10.2501/s0021849909090217","pdf_url":null,"source":{"id":"https://openalex.org/S61992289","display_name":"Journal of Advertising Research","issn_l":"0021-8499","issn":["0021-8499","1740-1909"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-2","jufo-1","norway-1","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4364309724","host_organization_name":"Advertising Research Foundation","host_organization_lineage":["https://openalex.org/P4364309724"],"host_organization_lineage_names":["Advertising Research Foundation"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Advertising Research","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://hdl.handle.net/1959.8/117059","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":null,"display_name":"Peter Hammer","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Peter Hammer","raw_affiliation_strings":["Ehrenberg-Bass Institute for Marketing Science","Ehrenberg-Bass Institute for Marketing Science, Pete.Hammer@MarketingScientist.com"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Ehrenberg-Bass Institute for Marketing Science","institution_ids":[]},{"raw_affiliation_string":"Ehrenberg-Bass Institute for Marketing Science, Pete.Hammer@MarketingScientist.com","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5012931161","display_name":"Erica Riebe","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Erica Riebe","raw_affiliation_strings":["Ehrenberg-Bass Institute for Marketing Science","Ehrenberg-Bass Institute for Marketing Science, Erica.Riebe@MarketingScience.info"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Ehrenberg-Bass Institute for Marketing Science","institution_ids":[]},{"raw_affiliation_string":"Ehrenberg-Bass Institute for Marketing Science, Erica.Riebe@MarketingScience.info","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5058738586","display_name":"Rachel Kennedy","orcid":"https://orcid.org/0000-0002-8052-6293","observed_orcids":["https://orcid.org/0000-0002-8052-6293"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Rachel Kennedy","raw_affiliation_strings":["Ehrenberg-Bass Institute for Marketing Science","Ehrenberg-Bass Institute for Marketing Science, Rachel.Kennedy@MarketingScience.info"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Ehrenberg-Bass Institute for Marketing Science","institution_ids":[]},{"raw_affiliation_string":"Ehrenberg-Bass Institute for Marketing Science, Rachel.Kennedy@MarketingScience.info","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":8.2953,"has_fulltext":false,"cited_by_count":54,"citation_normalized_percentile":{"value":0.96690746,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":99},"biblio":{"volume":"49","issue":"2","first_page":"159","last_page":"163"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9839000105857849,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9839000105857849,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13496","display_name":"Advertising and Communication Studies","score":0.004000000189989805,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.002199999988079071,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/advertising-clutter","display_name":"advertising clutter","score":0.8970000147819519},{"id":"https://openalex.org/keywords/advertising-effectiveness","display_name":"advertising effectiveness","score":0.8769999742507935},{"id":"https://openalex.org/keywords/television-advertising","display_name":"television advertising","score":0.921999990940094},{"id":"https://openalex.org/keywords/radio-advertising","display_name":"radio advertising","score":0.9919999837875366},{"id":"https://openalex.org/keywords/advertising-avoidance","display_name":"advertising avoidance","score":0.765999972820282},{"id":"https://openalex.org/keywords/advertising-recall","display_name":"advertising recall","score":0.6399999856948853},{"id":"https://openalex.org/keywords/brand-recall","display_name":"brand recall","score":0.7639999985694885}],"concepts":[{"id":"https://openalex.org/C132094186","wikidata":"https://www.wikidata.org/wiki/Q641585","display_name":"Clutter","level":3,"score":0.9658780097961426},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.736702024936676},{"id":"https://openalex.org/C77052588","wikidata":"https://www.wikidata.org/wiki/Q644307","display_name":"Constant false alarm rate","level":2,"score":0.5424661040306091},{"id":"https://openalex.org/C100660578","wikidata":"https://www.wikidata.org/wiki/Q18733","display_name":"Recall","level":2,"score":0.5042597055435181},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.4230620265007019},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.3357108235359192},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.32064658403396606},{"id":"https://openalex.org/C76155785","wikidata":"https://www.wikidata.org/wiki/Q418","display_name":"Telecommunications","level":1,"score":0.2061125636100769},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.1724325716495514},{"id":"https://openalex.org/C554190296","wikidata":"https://www.wikidata.org/wiki/Q47528","display_name":"Radar","level":2,"score":0.16972669959068298},{"id":"https://openalex.org/C180747234","wikidata":"https://www.wikidata.org/wiki/Q23373","display_name":"Cognitive psychology","level":1,"score":0.11871704459190369}],"mesh":[],"locations_count":3,"locations":[{"id":"doi:10.2501/s0021849909090217","doi":"https://doi.org/10.2501/s0021849909090217","is_oa":false,"landing_page_url":"https://doi.org/10.2501/s0021849909090217","pdf_url":null,"source":{"id":"https://openalex.org/S61992289","display_name":"Journal of Advertising Research","issn_l":"0021-8499","issn":["0021-8499","1740-1909"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-2","jufo-1","norway-1","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4364309724","host_organization_name":"Advertising Research Foundation","host_organization_lineage":["https://openalex.org/P4364309724"],"host_organization_lineage_names":["Advertising Research Foundation"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Advertising Research","raw_type":"journal-article"},{"id":"pmh:oai:urm_publish:9915910991401831","doi":null,"is_oa":false,"landing_page_url":"https://find.library.unisa.edu.au/discovery/fulldisplay/alma9915910991401831/61USOUTHAUS_INST:ROR","pdf_url":null,"source":{"id":"https://openalex.org/S4306402528","display_name":"UniSA Research Outputs Repository (University of South Australia)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I170239107","host_organization_name":"University of South Australia","host_organization_lineage":["https://openalex.org/I170239107"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"acceptedVersion","is_accepted":true,"is_published":false,"raw_source_name":"","raw_type":"text"},{"id":"pmh:oai:digital.library.adelaide.edu.au:1959.8/117059","doi":null,"is_oa":true,"landing_page_url":"https://hdl.handle.net/1959.8/117059","pdf_url":null,"source":{"id":"https://openalex.org/S4306401835","display_name":"Adelaide Research & Scholarship (AR&S) (University of Adelaide)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I5681781","host_organization_name":"The University of Adelaide","host_organization_lineage":["https://openalex.org/I5681781"],"host_organization_lineage_names":[],"type":"repository"},"license":"other-oa","license_id":"https://openalex.org/licenses/other-oa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"https://doi.org/10.2501/S0021849909090217","raw_type":"Journal article"}],"best_oa_location":{"id":"pmh:oai:digital.library.adelaide.edu.au:1959.8/117059","doi":null,"is_oa":true,"landing_page_url":"https://hdl.handle.net/1959.8/117059","pdf_url":null,"source":{"id":"https://openalex.org/S4306401835","display_name":"Adelaide Research & Scholarship (AR&S) (University of Adelaide)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I5681781","host_organization_name":"The University of Adelaide","host_organization_lineage":["https://openalex.org/I5681781"],"host_organization_lineage_names":[],"type":"repository"},"license":"other-oa","license_id":"https://openalex.org/licenses/other-oa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"https://doi.org/10.2501/S0021849909090217","raw_type":"Journal article"},"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":9,"referenced_works":["https://openalex.org/W130849907","https://openalex.org/W1971754237","https://openalex.org/W1975707616","https://openalex.org/W2037326984","https://openalex.org/W2147456765","https://openalex.org/W2460933964","https://openalex.org/W2980563313","https://openalex.org/W2991988034","https://openalex.org/W4412433933"],"related_works":["https://openalex.org/W2037326984","https://openalex.org/W2460933964","https://openalex.org/W4412087686","https://openalex.org/W2012825027","https://openalex.org/W2067925544","https://openalex.org/W76326717","https://openalex.org/W4400075209","https://openalex.org/W1993635713","https://openalex.org/W2055849295","https://openalex.org/W2980563313"],"abstract_inverted_index":{"ABSTRACT":[0],"Consolidating":[1],"past":[2],"findings":[3],"on":[4],"clutter":[5,42,71,94],"with":[6,26],"analysis":[7],"of":[8,29,65,93,104],"four":[9],"new":[10],"data":[11],"sets,":[12],"we":[13,88],"document":[14],"the":[15,57,63,79,91],"empirical":[16],"patterns":[17],"for":[18],"how":[19],"advertising":[20,34],"works":[21],"in":[22,38,69,82],"television":[23],"and":[24,40,68],"radio":[25],"different":[27],"levels":[28],"clutter.":[30],"We":[31],"find":[32,89],"that":[33,90],"avoidance":[35],"is":[36,47,95],"similar":[37],"low":[39],"high":[41],"environments,":[43],"so":[44],"when":[45,99],"there":[46],"more":[48,54],"clutter,":[49,58],"audiences":[50,72],"really":[51],"do":[52,85],"see":[53],"advertisements.":[55],"Doubling":[56],"however,":[59],"does":[60],"not":[61,96],"halve":[62],"number":[64],"advertisements":[66],"recalled,":[67],"less":[70,74],"are":[73],"likely":[75],"to":[76,101],"correctly":[77],"identify":[78],"advertised":[80],"brand":[81],"commercials":[83],"they":[84],"recall.":[86],"Overall,":[87],"impact":[92],"large,":[97],"especially":[98],"compared":[100],"creative":[102],"elements":[103],"executions.":[105]},"counts_by_year":[{"year":2026,"cited_by_count":3},{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":4},{"year":2023,"cited_by_count":5},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":4},{"year":2020,"cited_by_count":2},{"year":2019,"cited_by_count":6},{"year":2018,"cited_by_count":2},{"year":2017,"cited_by_count":2},{"year":2016,"cited_by_count":2},{"year":2015,"cited_by_count":6},{"year":2014,"cited_by_count":2},{"year":2013,"cited_by_count":5},{"year":2012,"cited_by_count":6}],"updated_date":"2026-10-16T09:59:22.235173","created_date":"2016-06-24T00:00:00"}