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.     

Influence of object size on baseline identification, priming, and explicit memory

We investigated the influence of size on identification, priming, and explicit memory for color photos of common objects. Participants studied objects displayed in small, medium, and large sizes and memory was assessed with both implicit identification and explicit recognition tests. Overall, large objects were easier to identify than small objects and study-to-test changes in object size impeded performance on explicit but not implicit memory tests. In contrast to previous findings with line-drawings of objects but consistent with predictions from the distance-as-filtering hypothesis, we found that study-test size manipulations had large effects on old/new recognition memory test for objects displayed in large size at test but not for objects displayed small or medium at test. Our findings add to the growing body of literature showing that the findings obtained using line-drawings of objects do not necessarily generalize to color photos of common objects. We discuss implications of our findings for theories of object perception, memory, and eyewitness identification accuracy for objects.     

Mood effects on eyewitness memory: Affective influences on susceptibility to misinformation

Does mood influence the accuracy of eyewitness recollections, and people’s susceptibility to misleading information in particular? Based on recent affect-cognition theories and research on eyewitness memory, three experiments predicted and found that positive affect promoted, and negative affect inhibited the incorporation of misleading information into eyewitness memories. This effect was obtained for both positive and negative events (Experiment 1), and for recorded as well as real-life incidents (Experiment 2). Participants had no meta-cognitive awareness of these mood effects, and affect-control instructions were ineffective in preventing them (Experiment 3). The cognitive mechanisms responsible for mood effects on eyewitness memories are discussed, and the implications of these findings for everyday memories, forensic practice and for current affect/cognition theorizing are considered.     

When distorted logos are recognized as original? The role of the DRM procedure in detection of immediate and delayed consumers’ errors

IntroductionTo deal effectively with the market, one must create a distinct logo from competing logos. However, it is not uncommon that similarities between logos of various companies are enough to mislead consumers. This paper shows how the DRM paradigm as well as prototype theories can be used to investigate correct and erroneous recognitions of distorted familiar and unfamiliar logos in short- and long-term memory.MethodThe modified hybrid DRM procedure was adopted to test brand images that were distorted but perceptually similar. Participants performed the experimental task in which short- and long-term memory for logos were tested.ResultsThe results demonstrated no difference in memory performance between familiar and unfamiliar logos after a short delay. However, a discrepancy between recognizing both types of logos arose in long term memroy toward more errors for familiar images.ConclusionsThe results confirm that the DRM procedure can be successfully used by marketers as a potential tool in either detecting unfair competition or launching new brands.     

回溯式时间记忆特点的实验研究

实验研究在2个月的时间内探索了回溯式时间记忆的特点,实验选取15个影视片断和8个新闻事件,影视片段播放的时间和新闻事件的发生同期,要求被试回忆影视片段和新闻事件的时点、时距和时序。结果表明：（1）在时序上,影视片段时序的准确性高于新闻事件;在时距上,7分钟和15分钟的准确性高于30分钟,7分钟时距倾向于高估,30分钟时距倾向于低估;在时点上,影视片段的准确性高于新闻事件。（2）时点的回溯式记忆受到被试自我卷入程度的影响。（3）回溯式时距估计受到真实时距的长短和延迟时间长短的交互影响。（4）事件序列关系一般倾向于具有网络层次的特征,在无充足思考时间条件下,倾向于具有线形模型的特征。     

Can self-reported encoding strategy and recognition skill be diagnostic of performance in eyewitness identifications?

The relationship between 3 witness factors and identification accuracy, as well as calibration and diagnosticity of confidence, was investigated. A total of 384 participants in an eyewitness experiment rated their facial recognition skill, general memory skill, and self-reported encoding strategy on a questionnaire presented after the photo-confrontation. Participants who rated themselves to be good face recognizers showed a slightly higher overall accuracy with a more diagnostic confidence-accuracy relation. Participants who reported that they relied on a holistic encoding strategy were associated with more accurate identifications and a stronger confidence-accuracy relation than those who reported an analytic encoding strategy. Degree of self-reported general memory skill was not diagnostic of identification performance.     

Change Blindness and Eyewitness Testimony

The authors explored the relevance of research on change blindness to eyewitness identification and testimony under intentional and incidental memory conditions. Participants (N = 80, 40 men and 40 women) viewed a video enactment of a burglary in which the identity of the burglar changed at the halfway point of the film. Half of participants were briefed to remember the content, and the other half were not. All were tested for the recall of the content, awareness of the change, and ability to identify either or both of the burglars. Some 61% of participants did not notice the identity change. Rates of detection were significantly higher in participants in the intentional condition, who also recalled significantly more detail from the film. Awareness of change was also significantly related to content recall scores and accuracy of identification of both burglars. The results illustrate the interrelation between the eyewitness and change blindness literatures.     

Process versus content in eyewitness metamemory monitoring

Three studies (Ns = 200, 135, and 187 college undergraduates) contrasted process versus content accounts of eyewitness metamemory monitoring. Subjective vividness, a cue related to memory content, was a better predictor of confidence and accuracy than were cues related to the retrieval process. Participants who were asked to recall, rather than recognize, event details displayed greater insight into accuracy, primarily because vividness was a more valid accuracy cue under recall conditions. Results reinforce the value of recall-based protocols for eliciting eyewitness testimony and suggest some specific conditions (e.g., yes-no recognition) under which investigators should be especially cautious in relying on confidence to infer accuracy. In addition, results point to a general framework for understanding moderating effects on eyewitness metamemory accuracy.     

Semantic association of brand images at the implicit level: evidence from repetition blindness

A brand is designed to convey the uniqueness of its product and help differentiate it from competitors' offerings. However, consumers' shopping behaviour typically involves a minimum of effort with products being only scanned briefly. This study investigated the potential of exploiting a phenomenon known as semantic repetition blindness (SRB) to assess the implicit semantic association of brands. SRB occurs when only one of two conceptually related images is recalled from a sequence of items displayed in a rapid serial visual presentation. Using brand words and pictures, four product categories were tested for implicit conceptual categorization. Pictures of brands revealed SRB when brands of the same product category were presented. However, under the same conditions, brand words did not produce SRB. The importance of presenting brands in their familiar formats was also observed. The results indicate that this paradigm could be developed as a measure of implicit brand association and recognition. Copyright © 2005 John Wiley & Sons, Ltd.     

Exposure to Product Placement in Text Can Influence Consumer Judgments

Five experiments explored the consequences of exposure to product placement in text. In each experiment, participants read three short stories containing the names of several brand‐name products. When given a surprise judgment task asking them to rate their likelihood of purchasing a number of brands—some of which were placed and some of which were not placed—participants rated placed brands significantly higher than non‐placed brands. This effect of product placement was observed even when participants were warned about product placement prior to reading the stories, and even when participants reported having a negative opinion about product placement as a form of advertisement. Under some conditions, however, the effect did interact with brand familiarity, such that judgments of familiar brands were affected less by product placement than were judgments of unfamiliar brands. Copyright © 2014 John Wiley & Sons, Ltd.     

记忆重构和信心评估:商标属性与使用经验的影响

记忆是重现,还是重构?已有理论存在争论。本研究以商标信息为实验材料,应用任务分离范式、元记忆检测范式等方法,探讨了商标属性和用户使用经验对记忆重构的影响。结果发现:(1)商标信息的正确回忆频数及成绩显著低于错误回忆的频数和成绩。(2)简单商标的记忆成绩高于复杂商标的记忆成绩;同时,忠实用户对商标信息的记忆成绩显著高于非忠实用户;(3)在回忆任务之前,人们对商标信息的回忆及其信心评估存在分离;但在回忆任务后二者的变化趋于一致。这表明,复杂程度对商标信息的记忆重构存在显著影响,而且存在用户类型差异;商标信息的记忆重构过程中元认知判断及信心评估会发生变化。     

A Lay Perspective on the Accuracy of Eyewitness Testimony1

To understand more about what laypeople think they “know” about eyewitness testimony, 276 jury-eligible university students were asked to indicate what factors they believe affect the accuracy of eyewitness testimony. In contrast to the large proportion of eyewitness-memory research that concerns system variables, the lay respondents overwhelmingly generated factors related to estimator variables, while system-variable factors such as police questioning and identification procedures were rarely mentioned. Respondents also reported that their own common sense and everyday life experiences were their most important sources of information about the accuracy of eyewitness testimony. Not only do these results clarify the need for further research on the lay perspective of eyewitness testimony, but they also provide some insight into the way in which many jurors might approach cases involving eyewitness evidence.     

期望、体验和回忆: 当消费者不能从体验中学习

人们对消费体验的期望、回忆与真实体验时常发生分离, 而且人们很少从真实体验中得到学习。本研究认为原因之一是期望、体验和回忆三者基于不同的输入信息, 以及三者特殊的交互关系。本研究首先提出了一个关于消费者期望、体验和回忆的理论框架, 系统阐述了消费者何时不能从体验中学习以及如何能促进学习, 然后在一个消费情景中通过3×2混合实验设计考察了三者的关系。实验比较了在“预期(无体验)”、“体验后即时评价”和“体验后延迟评价”三种评价方式下被试对两种品牌火腿肠的口味评价和偏好选择。结果发现: 消费者对口味体验的期望和回忆相似, 但两者都和真实体验发生分离。最后, 本研究还讨论了这一理论框架在消费者行为中的应用、未来研究拓展等。     

Modality-general benefit of eye-closure on the retrieval of intentionally learned information

The beneficial effect of eye-closure during retrieval was demonstrated in many studies addressing eyewitness memory or memory of episodic events. Fewer studies examined the effect concerning the intentional learning of verbal information. Furthermore, the question of whether the eye-closure effect is modality-specific, boosting visual memory only, or modality-general, boosting also other forms of memory (e.g., auditory memory), is still open. These issues were addressed in the present study. Participants (N = 129) were asked to study aurally and visually presented lists of unrelated nouns (within-subjects). During free recall, participants either kept their eyes open or closed their eyes (between-subjects). Eye-closure resulted in better free recall than keeping the eyes open. Importantly, this effect emerged for both visually and aurally presented word lists, suggesting that the effect of closing the eyes is rather modality-general. The results are discussed with respect to limitations of previous studies and practical implications.     

品牌延伸条件下的广告说服——双中介影响模型的拓展

采用实验调查和认知编码的方法,探讨消费者的广告前后品牌态度,品牌认知反应、广告认知反应、广告态度和购买意向之间的关系。结果表明：（1）广告前的品牌态度对广告认知反应、品牌认知反应和广告后的品牌态度有影响;（2）广告认知反应直接影响广告态度,但不直接影响品牌认知反应;（3）消费者的广告态度不但直接影响品牌认知反应和广告后的品牌态度,还直接影响购买意向。这说明在品牌延伸条件下,广告态度的双中介影响模型需要修正     

Examining the effects of memory specificity and perceptual load on susceptibility to misleading information

Our study aimed to examine the role of perceptual load in eyewitness memory and susceptibility to misinformation and establish whether trait-based memory specificity protects against misinformation. Participants (n = 264) viewed a video depicting a crime and completed a memory questionnaire immediately afterwards and 1 week later. Memory specificity was measured using the Autobiographical Memory Test (AMT). Higher AMT scores were associated with better memory accuracy. Performance was worse in the high load compared to the low load condition at immediate recall. However, this effect was not seen for every question and load did not influence eyewitness identifications. To test the possibility that load effects were not fully captured by the questionnaire in experiment 1, we conducted a second experiment (n = 120) where we systematically manipulated misinformation about central and peripheral details. We found no effects. Our findings suggest that high perceptual load enhances eyewitness suggestibility, while specific autobiographical memory protects against misinformation.     

A comparison of adults’ and children's metacognition for yes/no recognition decisions

Basic metacognitive development research suggests that metacognitive abilities develop before adolescence. However, this research has not used tasks that require the discrimination of seen from unseen stimuli, an important element of real-world recognition tasks such as eyewitness identification. We tested the idea that children would be less able to monitor and control the accuracy of their memories in such a task. We used a word-pair recognition task to compare children's (109 8–12 year olds) and adult's (102 first-year psychology students) ability to adaptively make, monitor, and control the reporting of yes/no recognition decisions about familiar stimuli in a task with no demand effects. We found that adults were substantially better at discriminating old from new stimuli, but no evidence of an age difference in metacognitive ability. Although these results do not explain children's poor metacognition in eyewitness identification, they suggest potential steps to improve children's identification performance.     

Eyewitness memory is still not common sense: comparing jurors,judges and law enforcement to eyewitness experts

Knowledge of factors affecting eyewitness accuracy was examined in a sample of jurors, judges and law enforcement professionals. Participants completed a survey in which they were asked to agree or disagree with 30 statements about eyewitness issues, and their responses were compared to a sample of eyewitness experts who completed the same survey. Participant responses differed significantly from responses of eyewitness experts. Jurors disagreed with the experts on 87% of the issues, while judges and law enforcement disagreed with the experts on 60% of the issues. The findings show a large deficiency in knowledge of eyewitness memory amongst jurors, judges and law enforcement personnel, indicating that the legal system may benefit from expert assistance in the evaluation of eyewitness evidence. Copyright © 2005 John Wiley & Sons, Ltd.     

Consumers' perceptions of the dimensions of brand personality

Brand personality (human‐like characteristics of a brand) has been a popular topic in the marketing literature for over 50 years. However, there is a lack of consumer‐focused studies investigating what factors shape perceptions of brand personality. To address this gap, the purpose of the current study is to understand how consumers form their perceptions of the different dimensions of brand personality identified in Aaker's scale (sincerity, excitement, competence, sophistication and ruggedness), and what product or brand characteristics influence these perceptions. Sixty‐six interviews were conducted with graduate students, who were asked to discuss which brands reflected the specific dimensions of brand personality in Aaker's scale. As a result, we identify the kinds of brands consumers perceive as typical for each personality dimension, discover their common characteristics and explain the reasons why some brands are strongly associated with a particular dimension and some are not. Our findings indicate that specific brand personality dimensions are associated with particular product categories. However, brands mentioned as strong on respective personality dimensions share commonalities beyond just a product category. For instance, sincere brands share family‐related associations and high morals, exciting brands offer consumers the opportunity to experience exciting feelings and are related to special ‘exciting’ occasions, competent brands are mostly associated with expertise and quality, sophisticated brands are usually of feminine nature, whereas rugged brands are of masculine nature. Moreover, we find that brands which consumers perceive as lacking on a particular personality dimension also share common attributes. Copyright © 2011 John Wiley & Sons, Ltd.