WEST LAFAYETTE – Richard Feinberg, a consumer psychologist at Purdue University’s Department of Consumer Sciences and Retailing, said the money spent on Super Bowl commercials might not be worth it.

            During the Feb. 6 Super Bowl, 110 million people are expected to watch, and during the game, they will see more than 100 commercials. A 30-second ad costs between $2.8 million and $3 million.

            “Since repetition is the foundation of consumer memory, companies just might be better off with 10 $300,000 commercials than one $3 million commercial,” said Feinberg. A study conducted by Feinberg shows that if people watch the commercials, they have a limited impact on long-term memory. If consumers cannot remember the companies or the products, Feinberg said the commercials don’t lead to sales.

            “Super Bowl commercials are celebrated for their creativity and humor, but that doesn’t guarantee that consumers will become more aware of a product or make a purchase more likely than if the money had been spent in a less expensive but still effective way,” said Feinberg.