Implicit memory: a prime example for brand consideration and choice

Three experiments investigated the influence of implicit memory for familiar brand names on consumer choice. Priming was measured using modified preference judgment tasks that comprised both brand consideration and choice components. Experiment 1 used a ‘complex choice task’ where consideration and choice stages were characterized as acting in sequence. Experiment 2 explored a different formulation whereby consideration and choice were assumed to act in parallel. Both experiments demonstrated that priming had an influence on brand consideration but not on final or preferred choice. Finally, Experiment 3 replicated and extended these findings under more realistic conditions where participants actually received some of the products that they selected. Overall, the experiments suggested that for many decisions involving the consideration of familiar brands prior to choice, previous exposure to brand names can increase the likelihood that they will enter the consumers' consideration set. However, the advantage does not appear to extend to choice itself. Copyright © 2004 John Wiley & Sons, Ltd.     

Transfer effects in implicit memory and consumer choice

Two experiments investigated transfer effects in implicit memory and consumer choice, using a preference judgement task. Experiment 1 examined whether it is possible to obtain priming for unfamiliar food labels. Additionally, it investigated whether the experience of seeing a brand name with a particular product type would benefit subsequent processing of the brand name when linked with a different product type. Experiment 2 examined whether changes in modality between study and test would affect priming for unfamiliar brand names. Both questions are theoretically important, as well as pertaining to practical concerns in the consumer choice literature. Experiment 1 demonstrated significant priming for unfamiliar food labels, and established that priming was unaffected by changing the product type with which the brand name was associated. In Experiment 2, priming on both auditory and visual versions of the preference judgement task was reduced by changes in modality. The results and implications are discussed in relation to consumer choice and current theories of implicit memory. Copyright © 2001 John Wiley & Sons, Ltd.     

Implicit memory and consumer choice: the mediating role of brand familiarity

Two experiments investigated the influence of implicit memory on consumer choice for brands with varying levels of familiarity. Priming was measured using a consideration‐choice task, developed by Coates, Butler and Berry ( 2004 ). Experiment 1 employed a coupon‐rating task at encoding that required participants to meaningfully process individual brand names, to assess whether priming could affect participants' final (preferred) choices for familiar brands. Experiment 2 used this same method to assess the impact of implicit memory on consideration and choice for unknown and leader brands, presented in conjunction with familiar competitors. Significant priming was obtained in both experiments, and was shown to directly influence final choice in the case of familiar and highly familiar leader brands. Moreover, it was shown that a single prior exposure could lead participants to consider buying an unknown, and indeed fictitious, brand. Copyright © 2006 John Wiley & Sons, Ltd.     

Effects of retrieval practice on conceptual explicit and implicit consumer memory

Two experiments are reported that investigate the effects of retrieval practice on explicit and implicit memory for brand names. In Experiment 1, participants were exposed to a set of brand names pertaining to a range of product categories. Following this, participants practiced retrieving a subset of the brands before taking an explicit or implicit test for the brands. The explicit test, required recall of the brands in response to product category cues. The implicit test required the generation of the first brand names that came to mind. In both tests, prior retrieval produced retrieval‐induced forgetting of the non‐practiced brands. Experiment 2 replicated this effect under conditions designed to reduce explicit contamination. In addition, Experiment 2 found that increasing the amount of retrieval practice also increased the magnitude of retrieval‐induced forgetting on the explicit but not the implicit test. Implications for advertising and marketing are considered. Copyright © 2008 John Wiley & Sons, Ltd.     

Memory for things forgotten.

As previous research has shown, items not recalled on an initial memory task are not simply forgotten. Often, some can be recalled on a later, second task. Further, subjects can generally predict, in terms of feeling-of-knowing (FOK) ratings, which items will be subsequently recalled. Two experiments were carried out to assess both second-task performance and FOK accuracy for unrecalled items as a function of two factors, encoding manipulations (levels of processing in Experiment 1, study time in Experiment 2) and the nature of the second task (explicit or implicit cued stem completion). Results indicate that although levels of processing affected explicit second-task performance more than implicit second-task performance, it increased FOK accuracy in both types of tasks. Study time, however, affected FOK accuracy only in the explicit second task. Apparently, only when subjects were able to do some elaborative processing on the items did their FOK ratings reflect information relating to factors that drive performance on implicit tasks.     

The effects of verbal information on children's fear beliefs about social situations

Two experiments explored the role of verbal information in changing children's fear-related beliefs about social situations. In Experiment 1, 118 6- to 8- and 12- to 13-year-olds heard positive, negative, or no information about individuals' experiences of three social situations. Fear beliefs regarding each situation were assessed before and after this manipulation. Verbal information had no significant influence on children's fear beliefs. In Experiment 2, the same paradigm was used with 80 12- to 13-year-olds, but the information took the form of multiple attitude statements about the situations expressed by groups of peers, older children, or adults. An affective priming task of implicit attitudes was used to complement the explicit questions about fear beliefs. Negative information influenced both explicit and implicit fear beliefs. The source of information and the child's own social anxiety did not moderate these effects. Implications for our understanding of the socialisation of childhood fears are discussed.     

Collaboration and Memory: Effects of Dyadic Retrieval on Different Memory Tasks

Collaborative retrieval was investigated in two experiments. The experiments were explicitly designed to investigate how different types of memory tasks were affected by two individuals working together compared to individuals working on their own. A nominal group score was treated as the predicted potential a dyad could attain. In Experiment 1, semantic and episodic retrieval were employed. The episodic task was to encode and retrieve a story and the semantic task was to answer, without any encoding, 20 questions from the same history domain as the episodic task. In Experiment 2, explicit recognition and implicit retrieval of dot patterns were employed. The explicit recognition task was forced-choice, and in the implicit task, subjects were instructed to complete a pattern they saw from an incomplete pattern. The results suggest that: (1) dyads suffer from collaboration relative to the predicted potential, (2) the reduction of productivity for dyads was limited to explicit and episodic memory tasks, and (3) friends as opposed to non-friends reduced the negative effect of collaboration. The results replicate and extend the results from a previous study.     

情绪作为事件性前瞻记忆的附加线索:相反效价增强效应

使用前瞻记忆双任务实验范式,同时操纵当前任务与前瞻任务包含的情绪效价以及前瞻记忆的前瞻成分和回溯成分的情绪效价,考察双任务和两成分效价一致或相反条件对事件性前瞻记忆加工的影响。结果发现,与情绪效价一致时相比,双任务的效价相反时前瞻记忆更能正确执行,两成分情绪效价相反时前瞻成分完成更好。这种相反效价增强前瞻记忆的效应表明情绪作为附加线索影响了事件性前瞻记忆加工过程。     

Dissociating word stem completion and cued recall as a function of divided attention at retrieval

The aim of this study was to investigate the widely held, but largely untested, view that implicit memory (repetition priming) reflects an automatic form of retrieval. Specifically, in Experiment 1 we explored whether a secondary task (syllable monitoring), performed during retrieval, would disrupt performance on explicit (cued recall) and implicit (stem completion) memory tasks equally. Surprisingly, despite substantial memory and secondary costs to cued recall when performed with a syllable-monitoring task, the same manipulation had no effect on stem completion priming or on secondary task performance. In Experiment 2 we demonstrated that even when using a particularly demanding version of the stem completion task that incurred secondary task costs, the corresponding disruption to implicit memory performance was minimal. Collectively, the results are consistent with the view that implicit memory retrieval requires little or no processing capacity and is not seemingly susceptible to the effects of dividing attention at retrieval.     

Dissociating word stem completion and cued recall as a function of divided attention at retrieval

The aim of this study was to investigate the widely held, but largely untested, view that implicit memory (repetition priming) reflects an automatic form of retrieval. Specifically, in Experiment 1 we explored whether a secondary task (syllable monitoring), performed during retrieval, would disrupt performance on explicit (cued recall) and implicit (stem completion) memory tasks equally. Surprisingly, despite substantial memory and secondary costs to cued recall when performed with a syllable-monitoring task, the same manipulation had no effect on stem completion priming or on secondary task performance. In Experiment 2 we demonstrated that even when using a particularly demanding version of the stem completion task that incurred secondary task costs, the corresponding disruption to implicit memory performance was minimal. Collectively, the results are consistent with the view that implicit memory retrieval requires little or no processing capacity and is not seemingly susceptible to the effects of dividing attention at retrieval.     

Effects of timbre and tempo change on memory for music

We investigated the effects of different encoding tasks and of manipulations of two supposedly surface parameters of music on implicit and explicit memory for tunes. In two experiments, participants were first asked to either categorize instrument or judge familiarity of 40 unfamiliar short tunes. Subsequently, participants were asked to give explicit and implicit memory ratings for a list of 80 tunes, which included 40 previously heard. Half of the 40 previously heard tunes differed in timbre (Experiment 1) or tempo (Experiment 2) in comparison with the first exposure. A third experiment compared similarity ratings of the tunes that varied in timbre or tempo. Analysis of variance (ANOVA) results suggest first that the encoding task made no difference for either memory mode. Secondly, timbre and tempo change both impaired explicit memory, whereas tempo change additionally made implicit tune recognition worse. Results are discussed in the context of implicit memory for nonsemantic materials and the possible differences in timbre and tempo in musical representations.     

Influence of affective valence on working memory processes

Recent research has revealed widespread effects of emotion on cognitive function and memory. However, the influence of affective valence on working or short-term memory remains largely unexplored. In two experiments, the present study examined the predictions that negative words would capture attention, that attention would be difficult to disengage from such negative words, and that the cost of attention switching would increase the time required to update information in working memory. Participants switched between two concurrent working memory tasks: word recognition and a working memory digit updating task. Experiment 1 showed substantial switching cost for negative words, relative to neutral words. Experiment 2 replicated the first experiment, using a self-report measure of anxiety to examine if switching cost is a function of an anxiety-related attention bias. Results did not support this hypothesis. In addition, Experiment 2 revealed switch costs for positive words without the effect of the attention bias from anxiety. The present study demonstrates the effect of affective valence on a specific component of working memory. Moreover, findings suggest why affective valence effects on working memory have not been found in previous research.     

What it costs to implement a plan: Plan-level and task-level contributions to switch costs

Four experiments were conducted to identify the costs of implementing a plan in the task span procedure, which requires subjects to retrieve the task to perform on the current target from a list of planned tasks in memory. Experiment 1 compared switch costs in the task span procedure with switch costs in the explicit task-cuing procedure, which presented cues indicating the task to perform on each target. Switch costs were greater in the task span procedure. Experiments 2-4 were designed to identify the sources of this difference. Experiment 2 showed that the requirement of establishing a correspondence between the list of task names and the list of targets contributed to switch costs. Experiment 3 showed that retaining lists of similar task names produced greater switch costs than did retaining lists of dissimilar task names. Experiment 4 showed that memory load had no effect on switch costs. The results are discussed in terms of the interaction between plan-level and task-level processing in the implementation of plans.     

Colour specificity in episodic and in perceptual object recognition with enhanced colour impact

In three experiments we investigated the perceptual specificity of explicit (old-new object recognition) and implicit memory (word-picture matching) for colour. In order to enhance the impact of colour on processing, we increased the number of colours per object and we impaired shape information. We presented multicoloured pictures (Experiment 1), blurred and partially occluded pictures (Experiment 2) and coloured line drawings in visual noise (Experiment 3). Experiments 1 and 2 had an intentional study phase; the study phase of Experiment 3 was an incidental colour or category naming task. Changing colour from study to test always had negative effects on episodic recognition although colour was irrelevant. In contrast, in the matching task old pictures were generally matched faster than new ones independent of their colour congruence. In Experiment 3, an additional small advantage of congruent colours and of semantic processing occurred. We conclude that two different memory representations contribute to these tasks. Changes of an achromatic, more abstract representation, that is used in normal object recognition, and a representation of the specific exemplar that includes colour. This latter token is used in episodic recognition as well as in unusual perceptual tasks (Experiment 3).     

The effects of divided attention on auditory priming

Traditional theorizing stresses the importance of attentional state during encoding for later memory, based primarily on research with explicit memory. Recent research has begun to investigate the role of attention in implicit memory but has focused almost exclusively on priming in the visual modality. The present experiments examined the effect of divided attention on auditory implicit memory, using auditory perceptual identification, word-stem completion and word-fragment completion. Participants heard study words under full attention conditions or while simultaneously carrying out a distractor task (the divided attention condition). In Experiment 1, a distractor task with low response frequency failed to disrupt later auditory priming (but diminished explicit memory as assessed with auditory recognition). In Experiment 2, a distractor task with greater response frequency disrupted priming on all three of the auditory priming tasks as well as the explicit test. These results imply that although auditory priming is less reliant on attention than explicit memory, it is still greatly affected by at least some divided-attention manipulations. These results are consistent with research using visual priming tasks and have relevance for hypotheses regarding attention and auditory priming.     

提取干扰对内隐记忆的影响

以往研究多认同内隐记忆不会受到干扰的影响,但主要集中于编码时的干扰不会影响随后的内隐记忆提取成绩,而对于提取时的干扰是否也不会影响内隐记忆成绩仍存在疑义。该文在实验1采用学习-测验范式,通过在提取阶段设置同时干扰任务进一步考察提取干扰与内隐记忆的关系,结果表明提取干扰下并未发现明显的启动效应,即提取干扰破坏了内隐记忆。为进一步探讨内隐记忆的提取干扰效应是否源于记忆与干扰刺激同时呈现所引起的知觉表征竞争,实验2改变了记忆与干扰刺激的呈现顺序,结果表明不论干扰刺激在记忆项目之前或之后呈现,启动效应均受到影响。相比之下,提取干扰对再认成绩的影响并不明显(实验3)。上述结果表明,内隐记忆的提取干扰效应是源于一般认知资源的竞争,在提取过程中任何能够产生认知资源竞争的变量设置都可能会削减内隐测验中的启动效应。     

Does survival processing enhance implicit memory?

Recent research has shown that human memory may have evolved to remember information that has been processed for the purpose of survival, more so than information that has been processed for other purposes, such as home-moving. We investigated this survival-processing advantage using both explicit and implicit memory tests. In Experiment 1, participants rated words in one of three scenarios: survival, pleasantness, and moving, followed by a timed stem-cued recall/stem-cued completion task. Items were completed more quickly in the survival scenario, as compared with the other two for the explicit task, but no differences were found across conditions in the implicit task. In Experiment 2, the implicit task was changed to concreteness judgments to encourage more conceptual processing. Again, the survival-processing advantage occurred in the explicit task (speeded item recognition), but not in the implicit task. These results suggest that a survival-processing advantage may benefit participants’ memory performance only during explicit retrieval.     

Cultural differences in visual attention: Implications for distraction processing

We investigated differences between participants of East Asian and Western descent in attention to and implicit memory for irrelevant words which participants were instructed to ignore while completing a target task (a Stroop Task in Experiment 1 and a 1‐back task on pictures in Experiment 2 ). Implicit memory was measured using two conceptual priming tasks (category generation in Experiment 1 and general knowledge in Experiment 2 ). Participants of East Asian descent showed reliable implicit memory for previous distractors relative to those of Western descent with no evidence of differences on target task performance. We also found differences in a Corsi Block spatial memory task in both studies, with superior performance by the East Asian group. Our findings suggest that cultural differences in attention extend to task‐irrelevant background information, and demonstrate for the first time that such information can boost performance when it becomes relevant on a subsequent task.