Consumer Memory Flashcards
Learning & Memory: Van Osselaer et al 2008/2012
Based their work on early learning experiments about how associations are learned between stimuli
Focuses on that brand learning relies on a similar associative process.
Should we hire David Beckham to endorse our brand? Kelting & Hamilton Rice (2013)
Experimental task: Participants asked to evaluate adverts that were in production: 8 adverts, 1 target, 1 interfering of DB
6 filler adverts with other celebs.
Interference: Exposure to other information hinders consumers ability to recall additional, related information from long term memory.
Recall BEST in moderate match, condition where weakest associations formed, producing less interference
Page & Raymond (2006)
Avoid too many parts in the advertising message because it has diminishing returns
Salience in memory (Brand Salience)
Brand salience: Level of activation in memory
Factors influencing Brand Salience
Determined by initial perception of adverts, thing which stand out or contrast.
Novelty and surprise creates contrast and therefore greater recall
Creative adverts can be particularly effective in building associations between a product category and a brand.
Page and Raymond (2006)” The creative magnification effect
Involving parts of adverts dominate advertising memories But avoid too many parts because it can have diminishing returns
Wearin and Wearout
Wearin
If, after a number of exposures, an ad has significant +ve effect on consumers
Wearout
After number of exposures, an ad has no significant effect or a negative effective after a number of exposures.
Advertising Creativity
Recall for creative adverts would be better than less creative adverts
Attitudes
Attitudes increase faster for creative ones and decrease slower - improving wearin and slower wear-out.
Salience in memory - Product placement effects
Placement prominence is positively related to brand memory.
Can affect attitudes negatively: when watches become aware of a selling attempt, this is worse when they like the series/movie (Matthes, Schemer & Worth 2007)
Placement can affect audiences positively and influence purchase behaviour even though they do not recall the placement - implicit memory.
Measures of advertising effectiveness
The day after recall technique (1940s) - developed by Gallup and Robinson - Grew in influence with TV advertising in the 1940s. (most effective)
The Awareness Index: Lodish & Abraham (1995)
Conducted meta analysis of 389 TV advertising experiments, found little relationship between TV ad recall and sales impact.
Remembering the advert is not the same as remembering the message
May be that other memory mechanisms, such as incidental/implicit memory are more important.
The role of incidental memory: Shaprio, Maclnnis & Heckler (1997)
2 groups, 1 group saw adverts of the reading area, 5 min distractor task about reading and memory, then asked to help with another purchasing study and to indicate products they would buy in each situation.
Findings: Advert group did not remember seeing the ad and had not processed focally.
But advert group significantly more likely to buy products. - Termed incidental exposure effect
Tulving, Schatcher & Stark (1982) The Nature of implicit learning.
Associations learned implicitly are remarkably enduring
Associations can trigger emotional markers
Emotions can influence intuitive choices
Heath (2000) - Low attention Processing Model
Implicit learning is an important part of our experience of adverts - takes place independently of attention so does not analyse of re-interpret but builds and reinforces associations over time.
Considered choice tends to give away to intuitive choice
Emotion is more influential in intuitive choice
Heath & Nairn (2005)
- Significant numbers of people who have ‘been exposed’ to an advertisement and are influenced by it, will not actively remember it.
- Favourability of response to the ad (predicting later choices) will be better predicted by recognition measures than advertising awareness measures.
