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Psychology of Marketing & Advertising (Subject) / 4. Implications for Advertising & Memory (Lesson)

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• When measuring advertising effectiveness trough recall and recognition tests, one assumes that the product judgments must be based on recollection of the evidence presented in the ad Ja 
• What are the Limitation of measuring advertising effectiveness though the standard method? 1. Ads might affect implicit (but not explicit) memory 2. Recollection of arguments in an ad might be unrelated to attitudes toward the product • Might remember arguments but not agree (negative) • Might not remember but still have changed attitude (positive) 
• If one might not remember but still have changed attitude this is a negative Limitation False -> a positive limitation
• When distracted/attention non directed to ads, explicit memory was less affected Ja 
• When attention is directed towards the as, the explict memory was less affected Nein -> it was more affected
• Implicit memory and attitude are highly affected by directed vs. non-directed attention False -> they are NOT affected and remain the same
• Only implicit memory is affected by directed vs. non-directed attention False -> Only explicit
• Explicit memory measures were poorer with less attention and more delay Ja
• Implicit measures were not affected by Delay or Attention Ja
• Eine Moderatorvariable ist eine Variable, die den Einfluss einer Prädiktorvariable auf eine Kriteriumsvariable moderiert. Ja
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• Der moderierende Einfluss wird als Interaction effect oder Wechselwirkungseffekt bezeichnet Ja
• Moderator Beispiel: Es kann das Training bei Personen mit höherem IQ einen größeren bzw. geringeren Effekt besitzen als bei Probanden mit niedrigerem IQ. Ja
• Eine Mediatorvariable ist eine Drittvariable, durch welche eine Prädiktorvariable eine Kriteriumsvariable beeinflusst. Ja
• Eine Moderator-Variable ändert den Effekt einer unabhängigen Variable (UV) auf eine AV. Ja
• Mediator Variablen sind meisten "wahrgenommene Eigenschaften" Ja
• Only explicit memory is affected by the level of distraction in advertising Ja
• Explicit measures get poorer with delay Ja
• When primes with the word "cheap", an ambiguous car was rated cheaper than it actually was Ja
• When primed with "expensive" an ambiguous car was rated more expensive than it actually was Ja
• When an assimilation effect occurs, judgments and contextual information are correlated positively, Ja
• in contrast a positive context stimulus results in a positive judgment, whereas a negative context stimulus results in a negative judgment. False -> in assimilation
• In contrast effects a negative correlation between judgments and contextual information is observed. Ja
• Assimilation effects are more likely when the context stimulus and the target stimulus have characteristics that are quite close to each other. Ja
• Based on the explicit measures one could conclude that these ads had no impact False > Explicit measures not enough and underestimates ad impact 
• ‘Consideration set’ includes usually 2 alternatives False -> Usually 3 to 7 alternatives 
• The Consideration set is the set of brands brought to mind in a particular choice situation Ja
• Brand awareness precondition for choice and consumers always consider all brands False -> Consumers rarely consider all brands 
• Different purchase choice strategies – Memory-based choice • Choice made based on info retrieved from memory – Stimulus-based choice • Choice made from a range of products (e.g., in a supermarket 
• In memory-based choice the Choice is made from a range of products (e.g., in a supermarket) False -> in a stimulus-based choice
• Priming a brand name decreases cognitive accessibility of that brand name False -> Priming a brand name increases cognitive accessibility of that brand name 
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• Priming a brand name increases cognitive accessibility of that brand name, but it only happens with unfamiliar brands (increase in processing fluency) Ja
• Priming a brand name of familiar brands has no further increase in fluency Ja
• Priming mostly affects purchase decision False -> Priming mostly affects inclusion of a brand in the consideration set, and not purchase decision 
• priming can also affect purchase decision only when: – No strong preference for any brand – Preferred brand not available 
• Conceptual priming occurs when a meaningful stimulus (the “prime”) prepares a person to perceive a target that is semantically related to the prime. Ja
• 2 Methods or Priming Conceptual Priming = semantically related Perceptual Priming = perceptually related like form or color
• Perceptual priming of brands increases stimulus-based choice probability Ja
• Perceptual priming occurs when a prime that is a close perceptual match to the target (e.g., in form or color) prepares a person to perceive the target. Ja
• Conceptual priming of brands increases memory-based choice probability Ja
• Lee (2002) observed that a brand that was conceptually primed benefitted in a memory-based choice setting, because the brand would be more likely to be brought to mind and included in a consideration set. Ja
• Stimulus-based choice settings (e.g., choice of cereal brands in a grocery store aisle) demand identification and recognition. Thus, prior visual exposure to a brand that involves passive perception (e.g., an image of the product) would benefit stimulus-based choice of the brand Ja
• The effects of priming on choice depend on the match in cognitive operations between the requirements of the choice task and the type of priming that occurs Ja
• memory-based choices are sensitive only to interventions involving conceptual processing Ja
• memory-based choices are sensitive only to interventions involving conceptual processing; there is an overlap in cognitive operations between processing the prime, which involves elaborative processing about the meaning, Ja
• We proposed that conceptual priming can have an effect on stimulus-based choice if the levels of effort required to process the prime and the effort required to process the target in the choice task are similarly low. Ja
• We proposed that conceptual priming can have an effect on stimulus-based choice if the levels of effort required to process the prime and the effort required to process the target in the choice task are similarly low Ja
• We suggested that conceptual priming effects on stimulus-based choice will be observed when the level of effort required during exposure to the prime matches the level of effort required to process the target during choice. Ja
• When Brands presented as part of sentence it requires high elaboration via explicit memory Ja
• When Brands presented as single words it requires low conceptual elaboration via explicit memory When Brands presented as single words it requires low conceptual elaboration via implicit memory
• high elaboration is conducted by explicit memory Ja

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