Consumer Memory

Question 1

Van Osselaer et al (2008/2012)

Answer 1

Brand learning relies on similar associative process in early learning experiments

Question 2

Schank & Abelson (1977)

Answer 2

Scripts provide:
Set of expectations on what will happen next/which concepts/people will be involved
Access to broader range of info
Efficient mode of access from LTM

Question 3

Page and Raymond (2006)

Answer 3

Memory recall for multiple messages in one ad not effective

Too many messages has diminishing returns

Question 4

Lehnert, Till & Carlson (2013)

Answer 4

Wearin: after a number of exposures an ad has sig pos effect on consumers
Wearout: after number of exposures ad has no sig effect OR has neg effect

Recall better for creative ads and better Wearin and Wearout for creative ads

Question 5

Van Reijmersdal (2009)

Answer 5

Product placement has a pos effect on memory but not always on recall

Question 6

Bryne et al (2003)

Answer 6

Use of celeb endorsement can refresh attitudes and add new dimension to the brand

Marketers need to identify the message they want to convey then pick a celeb who represents that

Question 7

Shapiro, MacInnis and Heckler (1997)

Answer 7

2 groups asked to read while scanning with cursor
1 group saw ads at side of the page

Ad group sig more likely to purchase the product advertised despite not processing it focally or recalling seeing it - incidental exposure effect

Question 8

Yoo (2008)

Answer 8

3 groups

1. evaluated web page and ads - design, layout etc
2. asked to read material (told would have a comprehension test later)
3. control - didn’t see website

Implicit memory similar for both attentions groups
Explicit memory better for directed attention group
Both attention groups had more favourable attitudes to the ad than control