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Psychology of Marketing & Advertising (Subject) / 4. Implications for Advertising & Memory (Lesson)
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- Priming a brand name increases the cognitive accessibility of that brand name mostly if that brand name is already familiar. False
- ads presented after product experience have a greater impact without delay False -> ads presented after product experience have a greater impact with delay
- Reconstructive memory Inclusion of ad info in the reconstruction is more likely with delay Without delay: clear memory of experience, rely more on info
- Ads more likely to distort memory for unambiguous experiences False -> Ads more likely to distort memory for ambiguous experiences
- Familiarity with a product helps to prevent from memory distortion  Ja
- Without delay we have a clear memory of experience and we rely more on info Ja
- In immediate recall there was a greater ad impact when ad presented before the product test because it was a lear memory of experience Ja
- Erinnerungen an die Vergangenheit geben nicht immer genau das wieder, was sich tatsächlich ereignet hat, da sie das Ergebnis eines Rekonstruktionsprozesses von Ereignissen sind, an dem aktuelle Erwartungen und Gefühle mitgewirkt haben. (Rebkonstruktives Gedächtnis) Ja
- When there was an Orange juice ad after tasting Ps rated juice as better than it actually was with a weaker effect for bad tasting juice False -> When there was an Orange juice ad after tasting Ps rated juice as better than it actually was with a stronger effect for bad tasting juice
- Ads can distort consumers’ recollections of their own experiences with products through selective information search and selective retrieval.ja Ja
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- Selective information search Consumers experience what they expect to experience
- Selective retrieval Consumers reinterpret their experience in light of the ad claims