3. Janiszewski (1993): Pre-attentive mere exposure

Question 1

mere exposure to a brand name or product package can encourage a consumer to

Answer 1

to have a more favorable attitude toward the brand, even when the consumer cannot recollect the initial exposure

Question 2

mere exposure effects persist when

Answer 2

initial exposures to brand names and product packages are incidental, devoid of any intentional effort to process the brand information

Question 3

these unintentional mere exposure effects are attributed to

Answer 3

pre-attentive processes and are explained through hemispheric processing theory

Question 4

RQ

Answer 4

how we can improve and influence evaluation fo a brand by changing the information environment

Question 5

Sources of affective responses 3

Answer 5

/a direct affective response to a stimulus (surprise)
/an affective response to the match between the stimulus and a stored cognitive representation (familiarity) > this is what the paper investigates
/an affective response to the meaning of a stimulus (kid’s toys)

Question 6

when are brands processed in a pre-attentive manner?

Answer 6

when brand names and product packages are part of a secondary information within the environment, they are being processed in a pre-attentive manner

Question 7

makes subsequent perception of brand name easier

Answer 7

a subconsciously formed mental representation of a brand name

Question 8

how to enhance to brand names and products? 2

Answer 8

by increasing the availability of the attentive source (repetition) or increase the duration of the initial stimuli exposure

Question 9

increasing the availability of the pre-attentive exposure how? 2

Answer 9

the ability to establish a mental representation is resource dependent: depends on how we process information in our brains

Question 10

think about Fendi. How did Fendi increase the familiarity of the brand?
3

Answer 10

bombarding consumers with repeated advertisement
prolonging exposure to the initial stimulus
associate the brand with something else: this something else will be processed in a pre-attentive manner, we are not consciously recollecting this stimulus: the degree to which this stately is successful depends on the resources in our brain

Question 11

Hemispheric resource theory assumes that

Answer 11

there are two resource pools that support the formation of mental representation
1. analytic, sequential, repetitive (left hemisphere)
2. holistic, inferential processes, more creative (right hemisphere)

Question 12

They differ in their ability to store representation resulting from a feature analysis. Left and right?

Answer 12

left better suited to store information about textual stimuli
right betters suited to store information about pictorial stimuli

Question 13

Matching activation =

Answer 13

the increase in availability of resources in one hemisphere because of an increased processing load in another hemisphere

Question 14

Experiment 1
what is manipulated

Answer 14

manipulate the resource requirements of the stimulus in the visual field opposite to the one containing the brand name

Question 15

experiment 1: 4 different stimuli

Answer 15

4 different stimuli
Brand on the right
- Pictorial stimulus
- Textual stimulus
Brand on the left
- Pictorial stimulus
- Textual stimulus

Question 16

Experiment 1
2 hypothese positive

Answer 16

• When the brand name was placed in the right visual field, it was evaluated more positively when the stimulus in the left visual field was pictorial
• When the brand name was placed in the left visual field it was evaluated more positively when the stimulus in the right visual field was verbal

Question 17

experiment 1 Recognition does not impact the effect

Answer 17

difference between recognition and no recognition is not significant, so it does not impact the effect

Question 18

Experiment 2: contrasting theories: attentive-resource strategy: (goal-directed allocation)

Answer 18

we should suppress the stimulation of a specific hemisphere in the brain in order to free resources in the opposite hemisphere
in this case left hemisphere), better to have the attention not influenced by the pictorial stimulus

Question 19

Experiment 2: contrasting theories: pre-attentive-resource strategy:(non-controlled resource allocation) + example

Answer 19

stimulating one hemisphere will increase activation and cognitive load in the second hemisphere, because its expects that there are more resources needed
example: V

Question 20

Experiment 2:
They test whether the effect is influenced by 2 conditoins

Answer 20

• Processing load of the verbal claim information
  o Manipulated meaningful words
• Availability of the attention resources for the processing of the target logo
  o Manipulated Availability of time:

Question 21

experimetn 2: predictions:
increase matching activation: in the limiterd attentive resource condition (3)

Answer 21

attention to
the logo is equivalent across three processing
conditions
1. if we increase the processing load of the verbal stimuli, 2. we increase the matching activation and 3. we should increase evaluation > this is true,

Question 22

Experiment 2: predictions in the extended attentive resource condition

Answer 22

attention to the logo decreases as the process of the verbal claims increases: this process overwhelmed the matching activation and reverses the trend,

Question 23

where is the paper aboutn

Answer 23

• An affective response to the match between the stimulus and a stored cognitive representation (recognizing someone) (paper is about this)

Question 24

Result experiment 2 (2)

Answer 24

In limited resources condition; evaluation increases when information load increases.
In extende load resources decreases when information load increases
This pattern is not influenced by attention in seconds

Question 25

Experiment 3 what and conditions

Answer 25

putting together experiment 1 and 2
condtion 1: quantity of stimulus information: condition 2: meaningfulness of stimulus information:

Question 26

experimetn 3 prediciotn quanitity of information

Answer 26

more information in the nontarget hemisphere –> evaluation of brand name in the opposite hemisphere
increase. A feature in the non target hemisphere is increasing
the availability of resources in the target hemisphere.

Question 27

The availability of hemispheric resources to engage in this pre-attentive formation of a memory representation can be enhanced by

Answer 27

matching activation

Question 28

experiment 3 prediction condition meaningfulness

Answer 28

As the meaningfulness in the nontarget
hemisphere increases, the evaluation of a brand name could increase. A
meaning analysis of information in the nontarget hemisphere is
increasing the availability of resources in the target hemisphere.

Question 29

experimetn 3 conclusion

Answer 29

As the quantity of
meaningful information in
the right visual field
increases evaluation of
the target brand name in the opposite visual field decreases.