Introduction
A long-acknowledged influence on the capacity to respond to questions about brands is the past experience of the consumer, specifically direct brand experience (Bird, Channon, & Ehrenberg, 1970; Romaniuk, Bogomolova, & Dall'Olmo Riley, 2012). This influences brand health metrics (Barwise & Ehrenberg, 1985; Driesener & Romaniuk, 2006; Hoek, Dunnett, Wright, & Gendall, 2000; Winchester & Romaniuk, 2008) and advertising memorability assessments (Harrison, 2013;
Romaniuk & Wight, 2009; Vaughan, Beal, & Romaniuk, 2016). The link to advertising memorability (ad-memorability hereafter) suggests that there is a relationship between an individual's past experience with a brand and their propensity to notice marketing...