Unexpected message elements pierce consumers' perceptual screens and improve the memorability of an ad when these elements are relevant to the advertising message.

Question

Quizplus · Accepted Answer

This statement is true. Unexpected message elements that are relevant to the advertising message can capture consumers' attention and increase the chances of them remembering the ad. However, if the message elements are irrelevant, they may be perceived as distracting and have a negative effect on ad memorability.

Unexpected Message Elements Pierce Consumers' Perceptual Screens and Improve the Memorability