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Psychology of Marketing & Advertising (Fach) / Chapter 3: 4 Forgetting the Message (Lektion)
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- Why we forget Passage of time • Memory fades with time • Strong positive relationship between forgetting and passage of time Competing info • Forgetting is accelerated with competing info from same content domain • ‘Interference theories’
- Retroactive interference Later learned material can interfere with memory for already learned material • The closer new materials were to the original list, the higher the interference
- Proactive interference Already learned material can interfere with memory for later learned material • The more participants had previously learned, the worse they performed on subsequent experiments
- Advertising clutter – Commercials in US: • Primetime TV: 1 in 4 minutes! • Daytime TV: 1 in 3 minutes!
- Competitive interference Additional info about competing brand impairs recall of target brand
- Competitive interference and similar ad execution Not only same product class, similar execution can also interfere! Suntan lotion (target ad) and ice-tea ads IV Ad scene: Similar (beach in both) or different (beach vs. living room) DV: Recall brand names and claims Results: Similar < Different scene Similar execution has a negative effect
- Moderators of the impact of advertising clutter – Processing goal: Deeper processing – less interference – Brand familiarity: Familiar brands – less interference – Established knowledge structure – Competitive info affects less – Competitive interference reduced claim recall only for unfamiliar brands
- Combating competitive interference 1. Retrieval cues • Use of ad picture on product packaging 2. Repetition of ads • Ad repetition increases ad recall → effect on attitudes decreases over time • Repetition is more effective if spaced (than back to back) 3. Serial position: Primacy and recency (long-term memory vs. short-term memory) Primacy effects: Field studies in the US and the Netherlands Primacy and recency effects: Lab studies Primacy and recency effects: immediate recall tests Primacy effect only: Delayed recall tests
- JC Penny Polo Experiment Ads presented after experiencing a product can distort consumers’ memory of this experience Experiment: Ps asked to inspect 6 brands of polo shirts for quality • Target brand: JC Penny Polo – IV: JC Penny Pollo ad before vs. after – DV: Quality ratings – Results: JC Penny Polo shirt rated higher than competing brands • Stronger for participants who saw the ad before
- How can memory distortion due to exposure to advertising be explained? Selective infotmation search – Ad shown before experience with product Consumers experience what they expect to experience Selective retrieval – Ad shown after experience with product Consumers reinterpret their experience in light of the ad claims
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- Quality of product and memory distortion – Orange juice ad after tasting – IV: Orange juice taste • Good, moderate, bad – DV: Identify the tested orange juice among 5 samples • From extremely bad to extremely good tasting – Results: • Ps rated juice as better than it actually was • Stronger effect for bad tasting juice
- The effect of delay Results in bad tasting orange juice: • No delay: – Greater ad impact when ad presented before the product test • Delay: – Greater ad impact when ad presented after the product test Explanation: Reconstructive memory • Reconstruction of info, inaccuracies, personal experiences... • Inclusion of ad info in the reconstruction is more likely with delay • Without delay: clear memory of experience, rely more on info
- Competitive interference Experiment IV1: Ads context: Varied-product vs. same-product context IV2: Depth of processing: Low (interest) vs. high (purchase likelihood) DV: Recall info about target ad Results: • Low processing: Varied-product better recall than same-product (competitive interference) • High processing: No effect!
- Moderator of selective information search and selective retrieval Difficulty of judgment ads before experience increases recall for difficult-to-judge-products Study compared ads for shirt (more difficult to judge) vs. paper towels (less difficult to judge)