Exploring the superadditive effects of scent and pictures on verbal recall: An extension of dual coding theory

This research extends the dual coding theory of memory retrieval (Paivio 1969, 2007) beyond its traditional focus on verbal and pictorial information to olfactory information. We manipulate the presence or absence of olfactory and pictorial stimuli at the time of encoding (study 1) or retrieval (study 2) and measure the impact on verbal recall. After a time delay, scent enhances recall of verbal information, and scent-based retrieval cues potentiate the facilitative effect of pictures on recall. These results cannot be attributed merely to increased elaboration at the time of exposure.     

Odor Semantics and Visual Cues: What We Smell Impacts Where We Look,What We Remember,and What We Want to Buy

The current research uses eye‐tracking technology in a consumer context to explore the interactive effects of olfactory and visual cues on consumers' eye gaze patterns. We manipulate the semantic correspondence between pictorial objects depicted in print advertisements and odors smelled (or not) while looking at the ads. The results indicate that smelling a scent that shares learned semantic associations with an object in the advertisement diverts consumers' eye gazes to the semantically related object in the ad, with positive downstream effects on advertising recall and purchase intent. This is the first study we are aware of demonstrating multisensory integration of odors and pictures on consumer eye gaze patterns with clear implications for consumer choice. Copyright © 2015 John Wiley & Sons, Ltd.     

Retrieval of Episodic Information From Memory: Comparisons Among 3- and 4-Year-Olds, 7- and 8-Year-Olds,and Adults

Young children's and adults' recall of episodic information was explored in 4 experiments. The task required participants to recall a target noun presented as the last item of a 4-noun string of related (either categorically or thematically) or unrelated words. Providing all 3 preceding nouns or a subset of them cued recall. Experiment 1 found that 7- and 8-year-old children's recall was better with pictures as opposed to text, and children showed performance equal to adults with thematically related pictorial stimuli. Using pictorial stimuli, Experiment 2 showed that the number of cues present at retrieval affected 7- and 8-year-olds' recall. Experiments 3 and 4 tested recall of episodic information in 3- and 4-year-olds using pictorial stimuli. The results suggested that young children also have access to episodic information in memory and the number of cues present at retrieval influenced recall. The findings are discussed in the context of children's memory for events.     

The anatomy of free recall

The relative importance of various covert cues used in free recall is inferred on the basis of conditional probabilities of free recall given success vs failure of cued recall of the same material. Thirty-six names associated with pictures arranged in a 6 by 6 matrix were learned. A free recall test of names was followed by cued recall of names, with pictures, positions, or joint pictures and positions used as cues. Matching tests based on these cues were also administered. The tests were given at one of two stages of training, immediately or after 2 days. Pictorial and position cues are equally well encoded, but pictorial cues are less accessible and, therefore, relatively more useful in cued recall than in free recall. Position and pictorial information related to the names appears to be encoded and forgotten independently, and there is no evidence for summation of subthreshold encoding effect.     

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 Brand-Product Information in Pictorial Advertising

In two experiments, we investigated whether the type of picture that accompanies a brand-product pair has an effect on memory in an advertising context. Subjects were students in introductory psychology classes who received course credit for participation. We formed 24 fictitious brand-product pairs and illustrated them using pictorial presentation and letter accentuation in both interactive and noninter-active relationships. In Experiment 1, subjects in the interactive pictorial presentation group recalled more brands in a paired-associate task than did the interactive letter accentuation group or the control group. In a paired-associate task in Experiment 2, we examined relative effectiveness of interactive and noninteractive presentation relationships and revealed two main effects: (a) Interactive was superior to noninteractive, and (b) pictorial presentation was superior to letter accentuation in aiding recall. Results are discussed in terms of implications for advertising.     

Part‐set cuing of texts,scenes, and matrices

In four experiments, we extended the study of part‐set cuing to expository texts and pictorial scenes. In Experiment 1, recall of expository text was tested with and without part‐set cues in the same order as the original text; cues strongly impaired recall. Experiment 2 repeated Experiment 1 but used cues in random order and found significant but reduced impairment with cuing. Experiments 3 and 4 examined the part‐set cuing of objects presented in a scene or matrix and found virtually no effect of cuing. More objects were recalled from the scene than from the matrix, indicating that the scene's organization aided memory, but the cues did not assist recall. These results extend the domains in which part‐set cues have either impaired or failed to improve recall. Implications for education and eyewitness accounts are briefly considered.     

Interference Effects of Contextual Cues in Advertisements on Memory for Ad Content

The effectiveness of advertisements has been an issue of great concern to marketers, especially with the rapid increase in the number of marketing communications that the average consumer receives every day. Prior research has examined the impact of verbal interference on consumers’ memory for different elements of the advertisement—that is, interference caused by similar verbal elements in advertisements for brands in the same product category. This study examined the impact of similar contextual or background stimuli on consumers’ memory for different elements of the advertisement. Consumers were exposed to print advertisements for products in different product categories. The similarity of contextual cues—that is, background scenes—was manipulated (similar vs. dissimilar). Using a 2 (contextual cues interference: low and high) x 2 (processing goal: ad and brand) x 3 (cues: brand name, ad photo, product class) between‐subjects design, it was found that exposure to ads with similar contextual elements reduced individuals’ ability to recall not only contextual or background elements but also brand name from a target advertisement.     

Exploring Differences in Attitudes Between Light and Heavy Brand Users

Prior research on attitude has suggested that examining differences in attitudinal dimensions between known groups is a fruitful area of inquiry. In this research, we examine differences in attitudinal dimensions between heavy and light users of a brand. In the first, exploratory study, we find that brand‐name accessibility is linked with feelings about the brand for heavy users, and with thoughts about the brand for light users. In a second, follow‐up study, we show that advertising messages that are feelings based are more likely to enhance brand‐name accessibility for heavy users than messages that are attribute based.     

Infants’ responsiveness to pictorial depth cues in preferential-reaching studies: A meta-analysis

The findings of numerous preferential-reaching studies suggest that infants first respond to pictorial depth cues between 5 and 7 months of age. However, three recent preferential-reaching studies have found evidence of responsiveness to pictorial depth cues in 5-month-olds. We investigated these apparently contradictory results by conducting meta-analyses of the data from 5-month-olds who participated in preferential-reaching studies. The data from 16 samples, comprising 475 infants 5–5.5 months of age, were integrated. The results showed that the infants responded more consistently to depth relationships specified by pictorial cues under monocular than under binocular viewing conditions (p < .001), indicating that 5-month-old infants respond to pictorial depth cues. This effect remained significant (p < .001) when the individual experiments that had found significant results were omitted from the analysis. Although the majority of experiments were unable to find evidence of pictorial depth perception individually, this ability was clearly revealed when their results were combined.     

Preschool children's eye‐movements during pictorial recall

We investigated eye‐movements during preschool children's pictorial recall of seen objects. Thirteen 3‐ to 4‐year‐old children completed a perceptual encoding and a pictorial recall task. First, they were exposed to 16 pictorial objects, which were positioned in one of four distinct areas on the computer screen. Subsequently, they had to recall these pictorial objects from memory in order to respond to specific questions about visual details. We found that children spent more time fixating the areas in which the pictorial objects were previously displayed. We conclude that as early as age 3–4 years old, children show specific eye‐movements when they recall pictorial contents of previously seen objects.     

The real difference between consumers' perceptions of private labels and national brands

This paper documents the application of prior knowledge about response patterns in brand image data for private label (PL) brands. We investigate if a well‐known pattern about response level and usage experience also holds for PLs. The main finding is that advertised national brands (NBs) enjoy a higher level of knowledge amongst their non‐users than do PLs. We did not find this to be the case for small non‐advertised NBs and small PLs. The finding emphasises the importance of advertising for NBs to maintain their position. Well‐branded and appropriately scheduled advertising leads to building up brand associations in consumers' memory, which increases the probability of thinking about or noticing a brand. We suggest that the higher knowledge among NB non‐users is the main advantage NBs have over PLs in the market. We provide implications of the findings for managers and academia. Copyright © 2014 John Wiley & Sons, Ltd.     

Children's understanding of advertising: an investigation using verbal and pictorially cued methods

Conflicting results on children's understanding of advertising may stem from differences in research methods. Most studies are conducted using interviewing techniques, employing only verbal questioning. In the present study, 136 children of two age groups (7 and 10 years) were first asked what advertising was for and, after responding, shown depictions of possible reasons. The results indicate that although older children are more likely than younger ones to understand that advertising seeks to promote selling, pictorial cues allow a much larger proportion of all children to indicate their understanding than verbal questioning does on its own, with younger children especially showing improvement. Thus, seven‐year‐olds seem to have an implicit understanding of the persuasive intent of advertising that they are unable to articulate in response to investigators' questions. Multiple methods appear to offer a means of evaluating the level of sophistication in children' understanding of advertising. Copyright © 2007 John Wiley & Sons, Ltd.     

Sex Guilt and Receptivity to Condom Advertising

The personal and social costs of unintended pregnancy and HIV infection point to the need for ongoing research designed to enhance the effectiveness of preventive advertising, particularly to those segments at greatest risk. One segment that appears to be at significant risk is comprised of individuals who experience high levels of guilt about sex. This study seeks to determine whether high sex-guilt (SG) individuals are unique in their processing, recall, and evaluative responses to advertising for condoms. Two hundred fifty-two college-aged men and women were randomly assigned to two versions of a condom advertisement that differed in terms of self- referencing vs. other-referencing in the message copy. A 2 × 2 × 3 (Gender × Self- Versus Other-Referencing Message Copy × High, Moderate, and Low Sex Guilt), between subjects ANOVA design was used to test hypothesized relationships. For female, but not male, participants, high SG was inversely related to depth of processing, recall, positive thoughts about the ad, and perceived credibility of the ad. For both genders, high SG was inversely related to perceived ad informativeness, attitude toward the ad, and attitude toward the brand. Message design interacted with SG and gender on an important outcome measure—purchase intention. Study implications are discussed, and avenues for future research are suggested.     

网络环境下广告怀旧有助于品牌的口碑传播吗?基于情感双维度视角

怀旧型情感广告是企业常用的广告策略, 现有的研究主要从怀旧广告的情感性出发, 而忽略了广告的认知性。本研究从情感处理的两个维度(情感和认知), 探究了怀旧广告和非怀旧广告在不同品牌情境下对消费者口碑传播的影响。通过二手数据和实验研究发现：对温暖型品牌而言, 怀旧(vs非怀旧)广告会降低消费者的口碑传播, 孤独感和满足感起到连续中介作用; 对效能型品牌而言, 怀旧(vs非怀旧)广告会提高消费者的口碑传播, 历史感和信任感起到连续中介作用。     

Understanding the influence of literacy on consumer memory: The role of pictorial elements

This research examines the relationship between literacy and consumer memory. The effects of a variety of stimuli at exposure (i.e., brand names, brand signatures, and products in usage) on memory (i.e., recognition, stem-completion tasks) were examined for a range of literacy. In a series of experiments, we find that the use of pictorial representations of brands (i.e., brand signatures) results in superior brand memory for individuals with lower literacy levels when compared to those at higher literacy levels. This effect is shown to occur not due to pictorial elements per se, but due to pictorial elements with a 1-to-1 correspondence with reality, i.e., which match the form in which they were originally encoded in memory. Moreover, this effect does not persist with stimulus-rich pictures of brands in usage, pointing to boundary conditions with the use of pictorial information.     

部分线索效应中的记忆监控

通过三个实验,利用学习时间分配作为指标,考察了学习者对部分线索效应记忆监控的状况。实验1考察被试在单次学习条件下的学习时间分配情况,结果发现被试在两种条件下所使用的学习时间没有明显差异。这说明在一次学习后被试还不能对部分线索的消极作用进行有效控制。实验2中,经过多次学习后,被试在部分线索条件下使用了更多的学习时间。实验3在自控步调学习前加入回溯性任务难度判断任务,结果发现经过一次学习,部分线索组和自由回忆组的判断值虽无显著差异,但部分线索组的自控步调学习时间显著长于自由回忆组,并且其回忆成绩也显著提高,说明回溯性任务难度判断过程本身是学习时间分配的制约因素。研究说明,为了加速主体对部分线索的消极影响的控制,引导主体对学习任务进行难度判断是一种有效的手段。     

Obstructing the cascade: motivational system coactivation dampening defensive reactions to threat and disgust

ABSTRACT

This study uses the limited capacity model of motivated mediated message processing (LC4MP; Lang, 2006) as a framework to study coactivation of fundamental motivational systems elicited by common message features in antismoking public service announcements (PSAs): the appetitive system (elicited by smoking cues) and aversive system (elicited by perceived threat and disgust). Specific predictions were made for smoking cues’ ability to provide cognitive resources for message encoding when simultaneous message elements are so highly aversive they begin to deplete resources (i.e., during a defensive cascade). The results showed that greater resources were expended on encoding headlines as indicated by increased attention (i.e., gaze duration and frequency of fixation) and better free recall, but not noncue pictorial elements when smoking cues were present in PSAs high in perceived disgust. Although the inclusion of smoking cues was effective in highly aversive PSAs, results indicated that the inclusion of smoking cues reduced attention and free recall for moderately and low-aversive PSAs. Theoretical advances include the use of motivational coactivation to reduce defensive reactions and the differential allocation impact on text versus visual message elements. Applied implications highlight the importance of formative production research to ensure aversive activation is high enough to offset urges associated with smoking cues.     

广告干预对消费者品牌态度和信任的影响

为了探讨广告干预对危机品牌的消费者品牌态度和信任的影响,采用实验组与控制组对照的前测后测设计,其中实验组采用2×2因素型被试间实验设计。结果表明:广告干预对被试的内隐品牌态度发生了一定程度的影响,对被试的外显品牌态度和品牌信任则发生了很大程度的影响;高渗透广告相较于低渗透广告能驱使消费者对危机品牌产生更为正向的外显品牌态度;理性诉求广告相较于感性诉求广告能驱使消费者对危机品牌产生更为正向的外显品牌态度;广告的渗透程度和诉求方式对内隐品牌态度的影响存在交互作用;品牌信任受双重态度驱动。     

Children and television advertising: when do they understand persuasive intent?

Children's response to television advertising is investigated in this paper. Children aged between six and ten years were tested for their recall, recognition and understanding of novel television advertisements. Children were able to recognise scenes from the advertisements after one exposure but recall of the brand names was poor for the younger children, even after three exposures. Recall for the advertising content increased by age and number of exposures. None of the six‐year‐olds and only a quarter of the eight‐year‐olds and a third of the ten‐year‐olds discussed advertising in terms of persuasion. Therefore, although children remember television advertisements, their purpose is not fully understood, even by many ten‐year‐olds. Copyright © 2002 Henry Stewart Publications.