Abstract
Effects of implicit memory in advertisements on brand related memory and attitude
Wan-Suk, Kim, Ph. D.(Associate professor Dept. of Psychology Ajou University)
Yong-Min, Kim J.D. Power Korea
This study examined implicit memory for experimental brands and attributes of the brand and measured brand attitudes across the types of ad processing. Six advertisements were produced for the study and each ad contains brand name and body copy about the brand attributes.
In the first experiment in which 89 subjects participated, types of ad processing and memory test were employed as the independent variables and memory tests(recall, recognition, word fragment, and stem completion test) were conducted for brand name and brand attributes. The independent variable of the second experiment was the type of ad processing and brand attitudes were measured against 37 subject.
The results reveal that there is a dissociation between explicit and implicit memory tests as measured on brand names as well as brand attributes. That is, the main effects of ad processing type was statistically significant for the recall measure while it was not the case for the word fragment test. In the mean time, the word fragment tests show that the performance score of the nonsemantic processing group is higher than that of the control group who were not exposed to the ads. This result confirms the priming effect (Experiment 1).
Both semantic and nonsemantic processing groups have formed more favorable brand attitudes than those of the control group (Experiment. 2). The result implies that brand attitudes could be formed more positively when consumers process ads inattentively rather than when they are not exposed to ads.