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Abstract

This study investigates the structural alignment processes in reducing memory interference in a competitive advertising context. In particular, an experimental study is carried out to understand how alignable (i.e., comparable) and nonalignable (i.e., noncomparable) attributes influence ad claim recall at differing levels of competitive ads. Findings indicate that recall of alignable attributes is higher than that of nonalignable attributes in the presence of ads for competing brands. Results from the study also suggest that nonalignable attribute recall decreases as the number of ads featuring competing brands increases from zero to two, whereas alignable attribute recall is not affected by increasing the level of competitive ads. Theoretical and managerial implications are discussed. © 2007 Wiley Periodicals, Inc.