Comparing implicit and explicit memory for brand names from advertisements.

Krishnan, Hari; Shapiro, S. I.

doi:10.1037/1076-898x.2.2.147

Cited by 54 publications

(61 citation statements)

References 65 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…A systematic cataloging of these relationships would most likely produce interesting theoretical insights (e.g., scales for measuring design properties) as well as practical marketing tools for product assessment and product development research. This could also be undertaken at the brand level in order to determine the relationship between particular expedient constellations and memory for brands (e.g., Krishnan & Shapiro, 1996). In addition, the structures of design properties (NA-IPAs) need to be explored and further delineated.…”

Section: Research Directionsmentioning

confidence: 99%

A nonconscious processing explanation of consumer response to product design

Veryzer

1999

Psychol. Mark.

View full text Add to dashboard Cite

Section: Research Directionsmentioning

confidence: 99%

A nonconscious processing explanation of consumer response to product design

Veryzer

1999

Psychol. Mark.

View full text Add to dashboard Cite

“…These studies show that effects on brand choice are not mediated by brand memory and that both implicit and explicit learning are affected by brand placements. Implicit learning, on the one hand, refers to situations in which people learn without consciously remembering the learning situation (Krishnan & Shapiro, 1996;Schacter, 1987); for example, they do not recall or recognize the brand as being placed in the program. Explicit learning, on the other hand, occurs when people are aware of the learning situation and memorize that situation.…”

mentioning

confidence: 99%

Effects of television brand placement on brand image

Reijmersdal

Neijens

Smit

2007

Psychology and Marketing

133

View full text Add to dashboard Cite

A survey as well as an experiment was conducted to study the effects of television brand placement on brand image. The studies showed that the integration of a brand into the editorial content of a program had a significant effect on brand image: As people watched more episodes, the brand image became more in agreement with the program image. These results confirm the applicability of learning and human associative memory theories to brand placement. Another important finding is that brand memory and brand image were not related. Thus, brand image became more positive regardless of viewers' memory of the brand placements, which implies that brand image was implicitly affected. This has important theoretical implications for the understanding of the working of brand placement. © 2007 Wiley Periodicals, Inc.Brand placement, the intentional incorporation of a brand into editorial content, is a fast-growing practice in today's television programming (Law & Braun, 2000). It is even predicted that within three or four television seasons, as much as 75 percent of all prime time scripted shows on U.S. television will include some element of brand placement (Consoli, 2004). Brand placement offers advertisers a potentially successful alternative to traditional advertising because the advertiser's message is integrated within the editorial content, which avoids the problem of consumers avoiding commercials (Roehm, Roehm, & Boone, 2004 brands are placed in advantageous, natural, and credible contexts that offer advertisers a unique opportunity to add favorable associations to their brands (Karrh, 1998). Although a considerable number of studies on brand placement have been conducted, the effects on brand image remained unstudied. This is very surprising, because image change is often mentioned as one of the benefits of brand placement for advertisers (DeLorme & Reid, 1999;Karrh, 1998). Knowledge of the effects on brand image is not only useful for advertisers but also is needed to build a theoretical framework of the working of brand placement. The hypotheses in the present research are based on both psychological and advertising theories, which explain the mechanisms that underlie effects of mixing advertising with editorial content. Thus, the present study focused on brand image and seeks to explain possible effects by human associative memory theory.Another important variable in the effects of persuasive messages is repetition (Krugman, 1972;Zajonc, 1968Zajonc, , 2001Zielske, 1959). Because brand placements are forms of persuasive messages, repetition is likely to play a role in placement effects as well. No studies, however, have focused on the effects of frequency of exposure to brand placements. Therefore, exposure frequency was also examined. In sum, the effects of repeated exposure to brand placement on brand image were studied. LITERATURE ON BRAND IMAGEEffects of brand placement on brand image, the perceptions of a brand as reflected by the brand associations held in consumer memory (Keller, 1993, p. 3), ar...

show abstract

“…En marketing, l'étude des effets d'une exposition incidente à la publicité ou de la perception subliminale concerne l'étude de communications encodées inconsciemment (Droulers, 2000 ;Grégory, 1993 ;Janiszewski, 1993). L'étude de la mémorisation implicite de publicités concerne le plus souvent l'étude de l'effet inconscient de communications encodées consciemment (Krishnan et Shapiro, 1996 ;Shapiro et Krishnan, 2001). Il semble que c'est ce deuxième type d'étude qui est particulièrement prometteur en marketing.…”

Section: Effets Inconscients Des Communications Persuasivesunclassified

Présentation et applications des mesures implicites de restitution mémorielle en marketing

Trendel

Warlop²

2005

Recherche et Applications en Marketing (French Edition)

View full text Add to dashboard Cite

An implicit measure corresponds to a data gathering method not directly focused on the object under investigation. The implicit measures introduced in this paper concern either the restitution of a single concept in memory (i.e. implicit memory) or the restitution of memory associations (e.g. the Implicit Association Test). Six marketing applications that could greatly benefit from those measures are described. The validity of those measures is also presented. Finally, a review of the different reasons why a marketing researcher should use those measures is provided. Those reasons involve, on one hand, the reduction of measurement errors and, on the other hand, the study of implicit (i.e. unconscious) cognition.

show abstract

Comparing implicit and explicit memory for brand names from advertisements.

Cited by 54 publications

References 65 publications

A nonconscious processing explanation of consumer response to product design

A nonconscious processing explanation of consumer response to product design

Effects of television brand placement on brand image

Présentation et applications des mesures implicites de restitution mémorielle en marketing

Contact Info

Product

Resources

About