Learning & Memory Flashcards
Van Osselaer et al (2008/12)
Experiments about how associations are learned betweens stimuli.
Shown that brand learning replies on similar associative process.
Need to ensure that people learn the brand name is the main predictor of products benefits.
Building knowledge structures in memory
Solomon et al, 2014:
Depends on how rich our associations are on how broad these structures are.
- e.g. perfumes - floral scents - elegant - chanel - white linen.
or. perfumes - floral - obsession - poison - sexy - Victoria’s secret.
Long term memory
Have so much relevant info available to us due to:
- schemas (Bartlett, 1932).
- frames (Minksy, 1975).
- scripts (Schank & Abelson, 1977).
- scenarios (Sanford & Garrod, 1981).
Scripts provide:
- set of expectations about what will happen next.
- expectations about which concepts/people will be involved.
- access to a broader range of info.
- efficient mode of access from LTM.
Should we hire David Beckham to endorse our brand? (Kelting & Hamilton Rice, 2013)
Experimental task - ppts evaluate ads “in production”.
- 8 ads.
- 1 target, 1 interfering with David Beckham.
- 6 fillers with other celebs.
Interference - exposure to other info hinders consumers’ ability to recall additional related info from LTM.
Recall task - given words ‘David Beckham’ as a cue.
- best in moderate match (MP3 player ad) condition where weakest associations formed- less interference.
Page & Raymond (2006)
Avoid too many parts/messages in advertising message because it has diminishing returns.
- later messages are less likely to be recalled.
Salience in memory
Brand salience = prominence or level of activation in memory.
Influencing factors:
- initial perception - things that stand out or contrast with our environment will be remembered well (eg. Beckham and baseball bat).
- novelty and surprise - creates surprise and greater recall.
- creative ads effective in building associations between product category and a brand.
- produce placement generally has positive effect on memory but not always on attitudes (Van Reijmersdal, 2009).
Creativity
Page & Raymond (2006): The creative magnification effect.
- involving parts of ads dominate advertising memories but…
- avoid too many parts because it has diminishing returns.
Advertising creativity: recall, wear-in, wear-out - Lehnert, Till & Carlson (2013)
Wear-in = if after exposures, ad has positive effect on consumers.
Wear-out = if ad has no significant effect or has negative effect on consumers.
Hypothesised:
- recall - for creative ads would be better than less creative.
- attitudes - towards ad will increase faster for more creative ads and decrease more slowly (better wearin and slower wearout).
Materials:
- creative ads from award-winning ads.
- less creative ads - randomly samples from TV.
- shown 30 min programme with ads.
- target ads shown 1, 2, or 4 times in breaks.
Findings:
- recall: for award winning ads was greater for creative ones but began decreasing after 2 exposures and control ads kept increasing slower.
- attitudes: greater for creative ads gradually decreased. Control ads peaked at 2 exposures then decreased again.
Product placement effects - salience in memory
Van Reijmersdal (2009) - good for memory, bad for attitudes?
Placement prominence positive correlated with brand memory.
But can affect attitudes negatively:
- when audiences are involved with the programme/movie.
- when they become aware.
- when they like the series/movie (Metthes, Schemer & Wirth, 2007).
Can affect audience positively and influence purchase behaviour even if do not recall - implicit memory.
Measures of advertising effectiveness
Starch test (1923) = recognition-based system to evaluate how much ads are ‘read and noted’.
Spontaneous recall = developed by Gallup as a measure of press advertising.
Day-after-recall technique (1940s) = Gallup and Robinson - grew influence with TV advertising in 40s.
Awareness index (Brown, 1985) = consumer shown list of brands and asked which they have seen on TV recently? - produces one number metric - showed link between AI measures and sales.
Awareness Index - some doubts
Lodish & Abraham (1995): meta-analysis of 389 TV ad experiments.
- found little relationship between recall and sales impact.
May be because:
- remembering ad is not same as remembering message (eg. simple learning associations).
- other memory mechanisms may play a role - eg. implicit memory.
The role of incidental memory
Shapiro, MacInnis & Heckler (1997): 2 groups reading while scanning with cursor; 1 saw ads on sides.
- After 5 min distractor task, participants asked about purchasing products in “another study”.
Findings: ad group often did not remember seeing ad and had not processed it focally.
- but ad group more likely to buy products displayed on screen.
= “incidental exposure effect”
Tulving, Schachter & Stark (1982) - the nature of implicit learning:
- associations learned implicitly and remarkably enduring.
- associations can trigger emotional markers.
- emotions can influence intuitive choices.
Health (2000) - The Low Attention Processing model:
- implicit learning is important - independent of attention so does not analyse or re-interpret but builds and reinforces associations over time.
- considered choice tends to give way to intuitive choice.
New measure of advertising efficacy was recommended - RECOGNITION memory.
High vs low level processing models of advertising efficacy
Heath & Nairn (2005) - hypotheses:
- 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 (which predicts later choices will be better predicted by recognition measures than advertising awareness measures.
Findings:
- majority recognised the advert but did not recall seeing it.
- favourability rating was the same for recalled seeing it and did not recall seeing it.
- favourability ratings increased as number or times thought recognised seeing increased.
Unconscious processing of web advertising - Yoo (2008)
Experimental groups:
- directed/explicit attention group - evaluate web page and adverts.
- non-directed/implicit attention group - asked to read material.
- control group - did not see websites.
Web task & findings:
- stem completion task - implicit memory for both attention groups similar but better than controls; explicit memory (ad recall) better for directed group.
- attitudes towards brands - both attention groups showed more favourable attitudes.
- consider when purchasing - both attention groups included banner advert brands in consideration set.
Yoo’s (2008) findings show:
Exposure to web ads -> non- directed attention -> unconscious processing -> implicit memory; attitudes toward brand; brand consideration set.
Exposure to web ads -> directed attention -> conscious processing -> explicit memory; direct responses // (help from web ad effectiveness) implicit memory…
