PT  - JOURNAL ARTICLE
AU  - Karen Nelson-Field
AU  - Erica Riebe
AU  - Byron Sharp
TI  - More Mutter About Clutter
AID  - 10.2501/JAR-53-2-186-191
DP  - 2013 Jun 01
TA  - Journal of Advertising Research
PG  - 186--191
VI  - 53
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/53/2/186.short
4100  - http://www.journalofadvertisingresearch.com/content/53/2/186.full
SO  - J Advert Res2013 Jun 01; 53
AB  - This article examines the impact of clutter on advertising placed on Facebook. This platform is quite different from broadcast media, yet the current study unveiled very similar findings as previously seen for television and radio—that advertisements were better recalled when placed among fewer other advertisements. The improvements in advertising recall, however, do not appear to be sufficient to justify the likely price premium that advertisers would have to pay to reduce clutter on Facebook. The research found that larger brands are more immune to clutter than small brands, so low-clutter environments are more important for lesser-known (i.e., smaller and new) brands.