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Psychology of Marketing & Advertising (Subject) / 4. Implications for Advertising & Memory (Lesson)
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- A memory-based choice can be manipulated when u tell Ps to Name preferred brands for product categories Ja
- As memory-based choices rater involves high elaboration that low elaboration Ja
- The simulus-based choices were besser with low elaboration Ja
- The memory-based choices were besser with low elaboration False -> high elavoration
- Priming that requires higher degree of conceptual elaboration (brand name in sentence) is more successful for stimulus-based choices False -> Priming that requires higher degree of conceptual elaboration (brand name in sentence) is more successful for memory-based choices
- Priming that requires lower degree of conceptual elaboration (brand name as isolated word) is more successful for stimulus-based choices Ja
- Conceptual Priming works on Memory-Based Choices (high cognitive elaboration) Ja
- There is a Strong positive relationship between forgetting and passage of time Ja
- Forgetting is accelerated with competing info from same content domain Ja
- Interference theory states that forgetting occurs because memories interfere with and disrupt one another, in other words forgetting occurs because of interference from other memories Ja
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- Proactive interference (pro=forward) occurs when you cannot learn a new task because of an old task that had been learnt. When what we already know interferes with what we are currently learning – where old memories disrupt new memories. Ja
- Retroactive interference (retro=backward) occurs when you forget a previously learnt task due to the learning of a new task. In other words, later learning interferes with earlier learning - where new memories disrupt old memories. Ja
- Proaktive Interferenz bezeichnet im Gegensatz zur Proaktiven Interferenz die Beeinflussung bzw. Überlagerung von früher Gelerntem durch später Gelerntes. False -> Retroaktive Interferenz
- Man merkt sich die eigene neue Telefonnummer und kann nach einiger Zeit die alte Nummer nicht mehr wiedergeben, obwohl sie Jahre lang benutzt wurde. Dies ist ein Beispiel für die Retroaktive Interferenz Ja
- Die Proaktive Interferenz bezeichnet in der Gedächtnispsychologie die Beeinflussung bzw. Überlagerung von neu erworbenen Gedächtnisinhalten durch früher Gelernte Ja
- Angenommen, wir sind es gewohnt, jeden Tag eine bestimmte Buslinie zur Arbeit zu nehmen. An einem bestimmten Tag wollen wir aber zu einem anderen Ziel fahren, steigen jedoch aus Versehen in die gewohnte Buslinie ein. -> Beispiel für Proaktiv Interferenz Ja
- the closer new materials were to the original list, the higher the interference in retroactive interference Ja
- The more participants had previously learned, the worse they performed on subsequent experiments in proactive interference Ja
- There is 1 Commercial in 4 minutes in US Primetime TV Ja
- There are 1 Commercial in 4 minutes in US Daytime TV False -> more in Daytime TV: even 1 in 3 minutes!
- proactive interference that Additional info about competing brand impairs recall of target brand False -> • Competitive interference
- Past research in marketing has demonstrated negative effects of competitive advertising on brand name recall, brand attribute recall and brand attitude Ja
- A person is exposed to information about a brand in an experimental context, we assume that a node is set up that marks the experimental episode and that all information obtained in the experiment is connected to this node. The experiment node is connected to the brand name node through the product class and advertising context nodes.The attribute information of a brand in turn is uniquely connected to the brand name node. Ja
- the activation from the product class cue is divided between all the brand names connected to it. This causes a reduction in the amount of activation reaching each brand, and if the total activation is less than the threshold level, results in retrieval failure. This suggests that the greater the number of brands encountered, the lower will be the level of activation that reaches each individual brand. Ja
- When competitive advertising was present, repetition resulted in no more recall than a single exposure to the ad. Ja
- Varied-product better recall than same-product (competitive interference) for high processed goods False -> Competitive interference hat no effect for high processed product
- when low processing, varied-product was better recalled than the same-product (competitive interference) Ja
- when low processing, the sunscreen ad was better recalled when presented against an ice-tea ad than when presented against another sunscreen ad Ja
- When using different scenes, the suntan lotion was recalled better than when using similar scenes for ice-tea and suntan lotion Ja
- Moderators of the impact of advertising clutter 1. Processing goal 2. Brand familiarity
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- Deeper processing results in more interference False -> Deeper processing results in less interference
- Familiar brands result in less interference Ja
- Competitive interference reduced claim recall for all the brands False -> ompetitive interference reduced claim recall, but only for unfamiliar brands as they have an Established knowledge structure and competitive info affects less
- Combating competitive interference Retrieval cues l Use of ad picture on product packaging (low processing) Repetition of ads l Ad repetition increases ad recall Serial position: Primacy and recency effects
- Field studies in the US and the Netherlands found primacy effects and recency effects False -> Field studies in the US and the Netherlands found primacy effects
- Lab studies found both primacy and recency effects Ja
- For immediate recall tests ther occur Primacy and recency effects Ja
- In Delayed recall tests there occur only Primacy effect only (recency effect disappears) Ja
- Ad repetition increases ad recall and effect on attitudes increases over time False -> Ad repetition increases ad recall and effect on attitudes decreases over time
- Repetition is more effective if spaced (than back to back) Ja
- Ads presented after experiencing a product can distort consumers’ memory of this experience Ja
- Muss nach einer Reihenfolge von Eindrücken sofort gehandelt werden, ist der Primäreffekt stärker. Beim Beispiel von Alain und Ben waren Sie gezwungen, sofort eine Gesamtbeurteilung der beiden Persönlichkeiten vorzunehmen Ja
- Liegen die Eindrücke hingegen einige Zeit zurück, überwiegt der Rezenzeffekt. Erinnern Sie sich an eine Rede, die Sie vor Wochen gehört haben, dann wird Ihnen vor allem der Schluss, die Pointe in Erinnerung geblieben sein. Ja
- When Ad is shown before experience with product consumer use Selective information retrieval and thus experience what they expect to experience False -> When Ad is shown before experience with product consumer use Selective information search and thus experience what they expect to experience
- When Ad is shown after experience with product consumer use Selective information retrieval and thus Consumers reinterpret their experience in light of the ad claims Ja
- When Ad is shown before experience with product consumer use Selective information retrieval and thus Consumers reinterpret their experience in light of the ad claims False -> When Ad is shown after experience with product consumer use Selective information retrieval and thus Consumers reinterpret their experience in light of the ad claims
- Mediator of selective information search and selective retrieval is the difficulty of judgment False -> Moderator
- Ads before experience with product increased rating of difficult to judge but not for low-difficult-to-judge products like paper towels Ja
- Research shows that consumers rated an orange juice favorably after seeing an ad for it, even if the sample they were given was adulterated with vinegar and salt Ja
- Those who saw the ad also systematically selected a better juice when asked to match the taste of the sample they'd drunk earlier. Ja