Thought Processing of Advertisements in Low versus High Noise Conditions

What changes in message-related thoughts occur among consumers in high versus low noise advertising environments? A high noise environment is exposure operationally to more than seven advertisements in a brief time period. Three groups of subjects were assigned randomly to one of three treatments (23, 25, and 26 subjects); two low noise conditions and one high noise condition. Decline in ad mentions occurred for all ads between the low noise and high noise conditions. The number of thoughts generated and the order of ad mentions varied substantially between ads. The methodology may be useful in learning if the ad for a specific brand gains processing space in a consumer's mind when the consumer is exposed to several competing ads in brief periods of time.