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.     

The influence of affective statements on performance on implicit and explicit memory tasks

Consumers are often exposed to brand names presented concurrently with information such as brand claims and warnings, prior to making product choices. As implicit memory has been implicated in the consumer choice process, two experiments were conducted to assess the influence of additional information, namely simple positive and negative statements, on implicit and explicit memory tasks. In Experiment 1, the mere presence of additional statements at study significantly reduced performance on a two‐alternatives forced recognition task. However, the same manipulation had no effect on implicit preference judgement task performance. The valence of the accompanying information had no effect on either task. In Experiment 2, using modified implicit and explicit choice tasks, performance on the former was unaffected by statement valence, whereas the latter task was. Hence, positive priming was obtained for brand names previously shown with negative information. The results of the experiments are discussed in relation to both implicit memory and consumer choice. Copyright © 2002 John Wiley & Sons, Ltd.     

Touch and Go: Merely Grasping a Product Facilitates Brand Perception and Choice

Consumers often touch products, and such haptic exploration can improve consumers' evaluations of the product. We tested whether cross‐modal priming might contribute to this effect. Under the guise of a weight judgment task, which served as a haptic prime, we had blindfolded participants grasp familiar products (e.g., a Coca Cola bottle). We then had participants visually identify the brand name as quickly as possible (Experiments 1 and 2), list the first beverage brands that come to mind (Experiment 3), or choose between beverage brands as reward for participation (Experiment 4). Haptic exposure facilitated visual recognition of the given brand and increased participants' consideration and choice of that brand. Moreover, this haptic priming was brand specific and occurred even among participants who did not consciously identify the prime brand. These results demonstrate that haptic brand identities can facilitate recognition, consideration, and brand choice, regardless of consumers' conscious awareness of this haptic priming. Copyright © 2015 John Wiley & Sons, Ltd.     

The Effects of the Selective Consideration of Alternatives on Consumer Choice and Attitude–Decision Consistency

There are many instances of consumer decision making in which more consideration is given to 1 brand than to others in the choice set. This research explored how selective consideration of a brand affects attitudes toward the brand, relative standing of the focal brand within the choice category, and decision making. Experiment 1 demonstrated that when participants were prompted to consider a randomly determined focal alternative, that alternative was more likely to be chosen than nonfocal alternatives. Moreover, willingness to pay for an alternative was higher if it was the focus of consideration. Attitudinal data suggest that the selective consideration effect occurred because attitudes toward the focal alternative became more positive compared to those toward other alternatives in the choice set. Experiment 2 elucidated this attitudinal effect by demonstrating that selective consideration could cause the extremity of consumers’ attitudes toward a focal brand to become more positive. Experiment 3 explored the potential of the selective consideration of a focal alternative to influence the consistency between consumers’ attitudes and decisions and established that the initial attitude toward a focal alternative moderated the selective consideration effect.     

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.     

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.     

Are brand names special words? Letter visual-similarity affects the identification of brand names,but not common words

Brand names are often considered a special type of words of special relevance to examine the role of visual codes during reading: unlike common words, brand names are typically presented with the same letter-case configuration (e.g., IKEA, adidas). Recently, Pathak et al. (European Journal of Marketing, 2019, 53 , 2109) found an effect of visual similarity for misspelled brand names when the participants had to decide whether the brand name was spelled correctly or not (e.g., tacebook [baseword: facebook] was responded more slowly and less accurately than xacebook). This finding is at odds with both orthographically based visual-word recognition models and prior experiments using misspelled common words (e.g., viotin [baseword: violin ] is identified as fast as viocin ). To solve this puzzle, we designed two experiments in which the participants had to decide whether the presented item was written correctly. In Experiment 1, following a procedure similar to Pathak et al. (European Journal of Marketing, 2019, 53 , 2109), we examined the effect of visual similarity on misspelled brand names with/without graphical information (e.g., anazon vs. atazon [baseword: amazon ]). Experiment 2 was parallel to Experiment 1, but we focused on misspelled common words (e.g., anarillo vs. atarillo ; baseword: amarillo [yellow in Spanish]). Results showed a sizeable effect of visual similarity on misspelled brand names – regardless of their graphical information, but not on misspelled common words. These findings suggest that visual codes play a greater role when identifying brand names than common words. We examined how models of visual-word recognition can account for this dissociation.     

Hunts,Heinz, and Fries Priming ‘Ketchup’: The Effects of Lexicality on Brand Name–Product Associations and Brand Memory

Brand names should be memorable and easy to associate with the product. The present study investigated how brand name lexicality affects accessibility in memory. In Experiment 1, participants completed a primed lexical decision task (LDT) in which primes were real‐word brands (RWB; e.g., SATURN), nonword brands (NWB; e.g., KIA), or semantic associates (e.g., TIRE) and targets were product categories (e.g., car). NWB primes resulted in equivalent priming as semantic primes and were recalled more than RWBs in a free‐recall task. In Experiment 2, participants completed an unprimed LDT or brand decision task (BDT). In LDT, high NWB error rates reflected greater familiarity. In BDT, many RWBs were not recognized as brands. In Experiment 3, a primed BDT with brand names as targets indicated that NWBs and RWBs are equally primed by a related category label. Overall, NWBs appear to be more familiar and memorable, possibly because of distinctiveness. Copyright © 2015 John Wiley & Sons, Ltd.     

Effects of geometric distortions,Gaussian blur,and contrast negation on recognition of familiar faces

It is assumed that “configural processing” is important for recognizing people whom we know. Studies have shown better discrimination of relational changes between facial features when faces are presented upright than upside down and when presented as photographic negatives. However, studies have also demonstrated tolerance for complex changes to facial configuration of familiar faces when images are geometrically distorted. In two experiments, we explored effects of linear stretching, Gaussian blur, and contrast negation on recognition of familiar or unfamiliar faces (Experiment 1) and familiar or unfamiliar company brand logos (Experiment 2). Only contrast negation severely impaired recognition of familiar faces but not unfamiliar faces or company brand logos. Effects of contrast negation were additional to linear stretching, whereas linear stretching independently had no impact on recognition. These findings highlight an important deficit in the recognition of familiar faces caused by contrast negation.     

Brand names on packaging and their impact on purchase preference

This study examines whether appearance of corporate, product and dual brand names (or a combination of brand names used together) on packaging influence consumer purchase preference. The face‐to‐face survey consists of consumers rating their purchase preference on a 7‐point scale sixteen random brand names, and combinations of brand names on packaging along with three different prices, each for two product categories: chocolate and cereals – a total of 4032 observations are examined. Hypotheses are tested using multiple linear regression models. The findings show corporate, product and dual brand names have little impact on purchase preference per se, instead brand category dominance influence consumer choice, and corporate names do not add value as previously thought. The study suggests trends and contexts in which, a corporate name and a product brand name may be extended to optimise consumer brand associations and influence purchase, as well as strategies for extending in remote product categories. Future research needs focusing on international consumers' response on brand linkages in the international arena, and the issues of brand building and brand equity maintenance in international markets. The study makes contribution to brand extension, brand portfolio management and strategic brand management research. Copyright © 2011 John Wiley & Sons, Ltd.     

Repetition Priming of the Recognition of Familiar Proper Names

Three experiments examined repetition priming of the recognition of printed proper names of familiar people by the prior exposure of those names in their correct form or with their letters re-arranged as anagrams. Experiment 1 found that, compared with response times to previously unseen names, name familiarity decisions were made more rapidly if the subject had seen and identified the famous name in the pre-training stage, irrespective of whether they saw the intact name or an anagram. Priming was not demonstrated if the name was not recognized in the pre-training stage. The results of Experiment 2 suggested that if anagrams were not solved spontaneously in the pre-training stage, being prompted to their identity by the experimenter would not yield reliable priming at test, a result that reflected previous work using face stimuli (Brunas-Wagstaff, Young, & Ellis, 1992; Johnston, Barry, & Williams, 1996). In Experiment 3, prompts were given for all names and anagrams presented at pretraining. Subsequent priming was demonstrated only for names identified spontaneously, which showed that, as with face recognition, it was the situation in which the prime was given that was critical in determining whether priming of name recognition occurred. The findings are used to develop proposed extensions of the Bruce and Young (1986) model such as that offered by Burton, Bruce, and Johnston (1990).     

Effects of novelty and familiarity on illness-induced aversions to food and place cues in coyotes (Canis latrans)

Two experiments investigated the effects of novelty and familiarity on illness-induced aversions to taste and place cues in coyotes (Canis latrans). Coyotes were made ill on familiar food laced with lithium chloride in a novel place and then received preference tests. In Experiment 1, coyotes avoided the previously poisoned familiar food in the novel treatment place but readily ate the same familiar food in a familiar safe place. In Experiment 2, the results of Experiment 1 were replicated, and it was found that coyotes would eat a different familiar food in the novel treatment place. On the basis of the results of this and other studies, a model for averting animals from places where they are not wanted is presented.     

The Meaning of Brand Names to Children: A Developmental Investigation

We explored the way that children use brand names in making consumer judgments. Brand names can serve as a simple perceptual cue that identifies a product as one people are familiar with or one they associate with certain perceptual features. Brands can also be associated with symbolic or conceptual meanings, conveying status, prestige, or trendiness. We proposed that young children relate to brands on a perceptual level, whereas older children relate to brands on a conceptual basis as well. We examined this proposition in an experiment conducted with children 8,12, and 16 years of age. Participants were asked to evaluate an advertised product (e.g., athletic shoes) with a familiar brand name that was either popular (e.g., Nike^®) or less popular (e.g., Kmart^®). The advertised product was physically identical in both cases, allowing us to explore whether the brand name had meaning for children apart from its name familiarity or perceptual features. The use of conceptual brand meanings was assessed by asking participants to make several types of brand‐related judgments including evaluations of the advertised product, impressions of the owners of the advertised product, and evaluations of possible extensions of the popular brand name advertised. Results indicate that by the time children reach 12 years of age, they use brand names as an important conceptual cue in consumer judgments.     

Young children's use of functional information to categorize artifacts: three factors that matter

Three experiments addressed factors that might influence whether or not young children take into account function, as opposed to overall appearance or shape, when they extend the names of novel artifacts. Experiment 1 showed that 4-year-olds more often extend a name on the basis of a demonstrated function when that function provides a plausible causal account of perceptible object structure. Experiment 2 showed that they more often extend a name by function when they respond slowly, and hence thoughtfully. Experiment 3 demonstrated that they are more likely to take function into account when they extend names than when they judge similarities. Comparisons of lexical and non-lexical conditions in younger children failed to show any differences. Overall, the findings suggest that by 4 years of age, children may learn names as labels for novel artifact kinds rather than perceptual classes, and that the processes by which they categorize may be mindful and reflective, as in adults.     

How brand names are special: brands,words, and hemispheres

Previous research has consistently shown differences between the processing of proper names and of common nouns, leading to the belief that proper names possess a special neuropsychological status. We investigate the category of brand names and suggest that brand names also have a special neuropsychological status, but one which is different from proper names. The findings suggest that the hemispheric lexical status of the brand names is mixed--they behave like words in some respects and like nonwords in others. Our study used familiar upper case brand names, common nouns, and two different types of nonwords ("weird" and "normal") differing in length, as stimuli in a lateralized lexical decision task (LDT). Common nouns, brand names, weird nonwords, and normal nonwords were recognized in that decreasing order of speed and accuracy. A right visual field (RVF) advantage was found for all four lexical types. Interestingly, brand names, similar to nonwords, were found to be less lateralized than common nouns, consistent with theories of category-specific lexical processing. Further, brand names were the only type of lexical items to show a capitalization effect: brand names were recognized faster when they were presented in upper case than in lower case. In addition, while string length affected the recognition of common nouns only in the left visual field (LVF) and the recognition of nonwords only in the RVF, brand names behaved like common nouns in exhibiting length effects only in the LVF.     

I Recognize Your Face, But I Can't Remember Your Name: A Grown up Explanation

Contemporary models of face recognition explain everyday difficulties in name retrieval by proposing that name information can only be accessed after semantic information (e.g. Bruce & Young, 1986) or by proposing an architecture which puts name retrieval at a disadvantage (e.g. Burton& Bruce,1992). Experiments reportedhere examined the time requiredto access name and semantic details by adult and child subjects. In Experiment 1 adult subjects took more time to match familiar faces to names than to other semantic details (e.g. occupation), a finding consistent with all the previous literature on name retrieval. Experiment 2, however, showed that the youngest subjects were significantly faster in matching familiar faces to names than to semantic details. Experiment 3 also showed that children were faster at accessing names than occupations when giving vocal responses to presentations of familiar faces. These findings are not predicted by rigidly sequential models of face recognition and are discussed with specific reference to the ontogenesis of models based on a more flexible connectionist architecture.     

知识对成人归纳推理标签效应的影响

通过对标签所承载的表层类属知识和深层概念知识进行区分,考察了知识对成人归纳推理中标签效应的影响。实验材料为自然标签和人工标签,任务为亲缘关系判断,结果发现在两种材料中都能观察到标签效应。在自然类别中,当标签承载深层知识时,标签承载的表层类属知识的作用会受其影响而减小;在人工类别中,标签作用的发挥会受到标签自身特征的影响,当标签中含有类别信息的汉字时,标签对归纳推理的促进作用更大。