TY - JOUR T1 - More Mutter About Clutter JF - Journal of Advertising Research JO - J Advert Res SP - 186 LP - 191 DO - 10.2501/JAR-53-2-186-191 VL - 53 IS - 2 AU - Karen Nelson-Field AU - Erica Riebe AU - Byron Sharp Y1 - 2013/06/01 UR - http://www.journalofadvertisingresearch.com/content/53/2/186.abstract N2 - 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. ER -