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.     

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.     

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.     

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.     

Conceptual Implicit Memory in Advertising Research

A growing body of research examines the effect of advertising on implicit (unconscious or unintentional) forms of memory, in contrast with typical advertising research focusing on explicit (conscious or recollective) measures. This research primarily examines perceptual implicit memory, but conceptual implicit tests also have clear relevance for advertising research. The present experiments use a conceptual implicit test to determine if conceptual priming is obtained with brand materials and to assess the degree of explicit contamination (using a post‐test awareness questionnaire). The experiments first demonstrated that awareness is a threat to conceptual implicit measures within the advertising context. Steps were taken to reduce awareness, which were successful. Results suggest that brands can be conceptually primed when presented as text or as images but that awareness has to be accounted for as aware participants did show significantly more priming than those who were unaware (Experiment 3). Copyright © 2012 John Wiley & Sons, Ltd.     

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。     

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.     

Implicit memory for novel conceptual associations in amnesia

In two experiments, we evaluated the status of implicit memory for novel associations in amnesia. Experiment 1 assessed priming in a category exemplar generation task in which contextual information associated with a target could increase the likelihood of target generation. Control participants, but not amnesic patients, showed associative priming. Amnesics’ impairment was not due to the use of explicit memory by control subjects but reflected a genuine impairment in implicit memory for novel conceptual associations. Experiment 2 assessed priming in a relatedness judgment task, in which associative priming was manifest as longer latencies for old than for recombined pairs of unrelated words. Amnesic patients showed intact associative priming in this task. We discuss differences in the status of implicit memory for novel conceptual associations in amnesia, with reference to the nature of the representation that supports priming in the two tasks and the type of processing that is required at test.     

Are covert verbal responses mediating false implicit memory?

In the DRM paradigm, illusory memories of a nonpresented word can be induced by the presentation of strong associates to this word. In two experiments, we explored previous findings of false implicit memory of the nonpresented words (McDermott, 1997; McKone & Murphy, 2000). Experiment 1 extended the finding of false priming to the anagram task. Furthermore, participants attributed this "false" influence on performance to the difficulty of the anagrams and judged them as easier to solve for other students. In Experiment 2, articulatory suppression during the study of the associates resulted in nonsignificant levels of false priming, whereas the normal priming effect was in the same range as that observed in Experiment 1. The study replicates and extends findings of false implicit memory to the anagram task and suggests that future studies should examine the role of covert verbal responses in producing false implicit memory.     

Consideration Set Overvaluation: When Impossibly Favorable Ratings of a Set of Brands Are Observed

Consumers often focus on the characteristics of one brand and consider insufficiently the characteristics of other brands. Singular evaluation processes often result in judgments of a focal brand that are more extreme than warranted. This research investigates the extent to which this extremity effect generalizes to a consideration set consisting of multiple brands. Three experiments show that a set of favorably regarded brands is perceived as more favorable than would be possible if the salience manipulation had no effect. In Experiment 1, participants overestimated the likelihood that the best brand in the market was included in the presented set. In Experiment 2, the average rank assigned to the brands in the presented set was inflated. Extreme judgments were observed regardless of whether the focal set of brands was offered by a specialty store with a high‐quality reputation or by a general merchandise store with a low‐quality reputation. In Experiment 3, extreme intentions to buy now from the focal store were reduced when a comparative (vs. singular) judgment task was performed, but only when the need for cognitive closure was low as opposed to high. The results suggest that singular evaluation processes lead to consideration set overvaluation regardless of which particular favorably regarded brands happen to be included in the set.     

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.     

The role of conscious memory in the category-production task

This study reported two experiments using the category-production task to examine the role of conscious memory in the conceptual indirect test of memory. Experiment 1 tested participants on both the category-production and recall tasks and found that, when participants were given ample time to do the production task, their production performance could be fully accounted for by their recall performance. On the other hand, priming was still found in the early production when intentional retrieval was unlikely to occur, indicating the influence of involuntary memory. Experiment 2 replicated the main finding of Experiment 1. More importantly, evidence from the exclusion instruction condition showed that there was no involuntary unconscious memory. These two experiments also demonstrated a dissociation of the delay effect between the category-production and recall tests, as well as a parallel levels-of-processing effect on these two tests. Results are discussed in terms of the nature of priming in the conceptual indirect test.     

What colour is the car? Implicit memory for colour information in children

Three experiments were conducted to examine age-related differences in colour memory. In Experiment 1, preschool age and elementary school age children were given a conceptual test of implicit colour memory (a colour-choice task). They were presented with the names or achromatic versions of previously studied coloured line drawings and asked to select an appropriate colour. Significant priming could be demonstrated: The children chose the previously seen colours more often than was expected by chance. Equivalent priming was found for both versions (pictorial and verbal) suggesting that colour priming may be conceptually mediated. Moreover, colour priming proved to be age invariant. Experiment 2 replicated and extended this finding by using a wider age group (preschool, elementary school, and young adults) and by giving a perceptual implicit task (picture identification) in addition to a verbal colour-choice task. Colour did not affect priming in the perceptual task. Whereas priming showed no developmental change, agerelated improvements were observed on an explicit colour memory task that differed only in the test instructions from the implicit colour-choice task (Experiments 2 and 3). Taken together, the results suggest that implicit colour memory may be mediated by conceptual processes that are age invariant.     

Repetition priming and the haptic recognition of familiar and unfamiliar objects

In four experiments, we examined the haptic recognition of 3-D objects. In Experiment 1, blindfolded participants named everyday objects presented haptically in two blocks. There was significant priming of naming, but no cost of an object changing orientation between blocks. However, typical orientations of objects were recognized more quickly than nonstandard orientations. In Experiment 2, participants accurately performed an unannounced test of memory for orientation. The lack of orientation-specific priming in Experiment 1, therefore, was not because participants could not remember the orientation at which they had first felt an object. In Experiment 3, we examined haptic naming of objects that were primed either haptically or visually. Haptic priming was greater than visual priming, although significant cross-modal priming was also observed. In Experiment 4, we tested recognition memory for familiar and unfamiliar objects using an old-new recognition task. Objects were recognized best when they were presented in the same orientation in both blocks, suggesting that haptic object recognition is orientation sensitive. Photographs of the unfamiliar objects may be downloaded from www.psychonomic.org/archive.     

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.     

Novel word integration in the mental lexicon: Evidence from unmasked and masked semantic priming

We sought to establish whether novel words can become integrated into existing semantic networks by teaching participants new meaningful words and then using these new words as primes in two semantic priming experiments, in which participants carried out a lexical decision task to familiar words. Importantly, at no point in training did the novel words co-occur with the familiar words that served as targets in the primed lexical decision task, allowing us to evaluate semantic priming in the absence of direct association. We found that familiar words were primed by the newly related novel words, both when the novel word prime was unmasked (Experiment 1) and when it was masked (Experiment 2), suggesting that the new words had been integrated into semantic memory. Furthermore, this integration was strongest after a 1-week delay and was independent of explicit recall of the novel word meanings: Forgetting of meanings did not attenuate priming. We argue that even after brief training, newly learned words become an integrated part of the adult mental lexicon rather than being episodically represented separately from the lexicon.     

The sensorimotor contributions to implicit memory, familiarity, and recollection

The sensorimotor contributions to memory for prior occurrence were investigated. Previous research has shown that both implicit memory and familiarity draw on gains in stimulus-related processing fluency for old, compared with novel, stimuli, but recollection does not. Recently, it has been demonstrated that processing fluency itself resides in stimulus-specific motor simulations or reenactment (e.g., covert pronouncing simulations for words as stimuli). Combining these lines of evidence, it was predicted that stimulus-specific motor interference preventing simulations should impair both implicit memory and familiarity but leave recollection unaffected. This was tested for words as verbal stimuli associated to pronouncing simulations in the oral muscle system (but also for tunes as vocal stimuli and their associated vocal system, Experiment 2). It was found that oral (e.g., chewing gum), compared with manual (kneading a ball), motor interference prevented mere exposure effects (Experiments 1-2), substantially reduced repetition priming in word fragment completion (Experiment 3), reduced the familiarity estimates in a remember-know task (Experiment 5) and in receiver-operating characteristics (Experiment 6), and completely neutralized familiarity measured by self-reports (Experiment 4) and skin conductance responses (Experiment 7), while leaving recollection and free recall unaffected (across Experiments 1-7). This pattern establishes a rare memory dissociation in healthy participants, that is, explicit without implicit memory or recognizing without feeling familiar. Implications for embodied memory and neuropsychology are discussed.     

Auditory expectations for newly acquired structures

Our study investigated whether newly acquired auditory structure knowledge allows listeners to develop perceptual expectations for future events. For that aim, we introduced a new experimental approach that combines implicit learning and priming paradigms. Participants were first exposed to structured tone sequences without being told about the underlying artificial grammar. They then made speeded judgements on a perceptual feature of target tones in new sequences (i.e., in-tune/out-of-tune judgements). The target tones respected or violated the structure of the artificial grammar and were thus supposed to be expected or unexpected. In this priming task, grammatical tones were processed faster and more accurately than ungrammatical ones. This processing advantage was observed for an experimental group performing a memory task during the exposure phase, but was not observed for a control group, which was lacking the exposure phase (Experiment 1). It persisted when participants realized an in-tune/out-of-tune detection task during exposure (Experiment 2). This finding suggests that the acquisition of new structure knowledge not only influences grammaticality judgements on entire sequences (as previously shown in implicit learning research), but allows developing perceptual expectations that influence single event processing. It further promotes the priming paradigm as an implicit access to acquired artificial structure knowledge.