RT Journal Article SR Electronic T1 Can Brand Users Really Remember Advertising More Than Nonusers? JF Journal of Advertising Research JO J Advert Res FD WARC SP 311 OP 320 DO 10.2501/JAR-2016-037 VO 56 IS 3 A1 Kelly Vaughan A1 Virginia Beal A1 Jenni Romaniuk YR 2016 UL http://www.journalofadvertisingresearch.com/content/56/3/311.abstract AB Past research shows that advertising awareness is systematically higher among a brand's users than nonusers. This past research has been confined, however, to measures where a brand name forms part of the cuing material. The current authors' research across six different measures, which extends cues to execution and media prompts, shows the user bias in memory for advertising is not a measurement artifact. It is, in fact, a real phenomenon, occurring under a wide range of conditions. This has implications for creative design, branding, and pretesting, particularly with advertising that primarily aims to attract nonusers. It also has an impact on metrics for assessing global or cross-platform advertising.