Présentation et applications des mesures implicites de restitution mémorielle en marketing

Trendel, Olivier; Warlop, Luk

doi:10.1177/076737010502000204

Cited by 32 publications

(34 citation statements)

References 117 publications

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“…Among the wide array of measures of implicit memory (Trendel & Warlop 2005), this research uses the consideration set (for the sponsor product category) for managerial, conceptual and practical reasons. One of the basic objectives of sponsor brands is to gain a competitive advantage over their direct competitors, so we wanted to use a measure that allows for conclusions about brand preferences.…”

Section: Methodsmentioning

confidence: 99%

“…Knowledge structures surrounding the brand (Heineken), including the link to its product category (beer), get activated and reinforced. Such activation processes are less likely if the brand is presented without additional contextual elements (Trendel & Warlop 2005). Moreover, the non-conscious effects in Lee's (2002) experiment arise in conditions of conscious encoding; in the case of a sponsorship, perceptions of brand stimuli (e.g.…”

Section: H1mentioning

confidence: 99%

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Consumer consideration of sponsor brands they do not remember

Herrmann¹,

Walliser²,

Kacha³

2011

International Journal of Advertising

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Extending findings from advertising to sponsorship, this study evaluates explicit and implicit sponsorship memorisation effects. A survey of 584 spectators of a tennis tournament reveals that both types of memorisation effects (co)exist. Even when spectators do not recognise a brand as an event sponsor, they include it more often in their consideration set than do spectators who have not been exposed to the sponsor brand. Sponsorship also reduces the number of main competitor brands in the spectators' consideration sets. However, these effects emerge only at the level of perceptual implicit memory, not in conceptual implicit memory. The results are encouraging for sponsor companies and call for a change in evaluations of sponsorship memorisation effects.

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Section: Methodsmentioning

confidence: 99%

Section: H1mentioning

confidence: 99%

Consumer consideration of sponsor brands they do not remember

Herrmann¹,

Walliser²,

Kacha³

2011

International Journal of Advertising

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“…However, other realms of research in the field of brand name change could envisage the use of neuroscience-based research and implicit measures. This kind of approach stresses the implicit cognitions of consumers relative to their motives, or possible changes in attitudes, which they might not be able to explicitly declare (Trendel and Warlop, 2005;Hermann, Walliser and Kacha, 2011).…”

Section: Conclusion Implications Limits and Extensionsmentioning

confidence: 98%

Brand name change: Can trust and loyalty be transferred?

Pauwels-Delassus

Descotes

2013

J Brand Manag

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In this article, the authors propose and test a model that aims to identify key determinants that could alleviate the degradation of consumer trust and loyalty to a brand in the case of a brand name change (examples of brand name change: Marathon changed to Snickers, Raider became Twix, Taillefine replaced Belvita and so on). The results identify five key influencing factors that marketing managers can use to reduce the degradation of trust and loyalty. Namely, (1) the consumers' degree of acceptance of the brand name change, (2) the perceived similarity between the old and new brand, (3) the degree of attachment to the initial brand, (4) the presence of an umbrella brand, and (5) consumers' awareness of the brand substitution. Each of these five key determinants has a direct or indirect impact on the transfer of perceived quality and trust towards the new, substitute brand. Furthermore, the transfer of the consumers' relationship to the new brand appears to be a sequential process. First, it is important to make sure that the perceived quality has been transferred so that the transfer of trust can be carried out effectively. Finally, a successful transfer of trust implies an efficient transfer of the consumers' loyalty.

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“…A first type of last-generation implicit measures is priming [109]. Priming occurs when exposure to a stimulus influences how subject subsequently respond to the same or another stimulus.…”

Section: Improving the Theoretical Validity Of Dependent Variables Mementioning

confidence: 99%

Non-conscious Effects of Marketing Communication and Implicit Attitude Change: State of Research and New Perspectives

Courbet¹,

Fourquet-Courbet²

2014

Int J Journalism Mass Comm

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The article shows that many psychological effects of the marketing communication, sometimes called "non-conscious effects", really produce implicit attitude changes. We show that the theoretical and methodological framework of implicit attitude is well adapted to study these effects and to open new perspectives to study the persuasion in a marketing communication context. On the basis of research conducted within advertising contexts, product placement and TV sponsorship, four types of non-conscious influences are examined: a) non-conscious perception of brands, b) low-attention and forgotten exposures, c) attitude conditioning, d) brand insertion into emotional contexts. While discussing the contributions and limitations of major research methodologies, we highlight new perspectives likely to further the progress of research. We open up new perspectives first to increase the ecological and theoretical validity of methodologies; secondly, to improve the validity of effects measure. At a practical level, we posit that the measures of effects currently used by advertising agencies and advertisers underestimate the effects of marketing communication campaigns. A third research perspective endeavors to better understand the links between implicit and explicit attitudes on the one hand, and behavior on the other hand. The article gives some basis to the field called by some people "neuromarketing".

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Présentation et applications des mesures implicites de restitution mémorielle en marketing

Cited by 32 publications

References 117 publications

Consumer consideration of sponsor brands they do not remember

Consumer consideration of sponsor brands they do not remember

Brand name change: Can trust and loyalty be transferred?

Non-conscious Effects of Marketing Communication and Implicit Attitude Change: State of Research and New Perspectives

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