...Review journal articles on what we know about how consumers use their memory. How does this knowledge inform what we know and what we could study for product placement? Introduction – 200- 300 words Product placement Product placements can be defined as paid product information targeted affecting the viewers via the planned of a branded product into a television program, movie (Balasubramanian, 1994), computer and online game. As it is not totally stated in this definition, product placements have been applied for persuasive motivations, such as increasing product awareness and sales. Some of the merits of product placements include overcoming the difficulty of zapping because viewers are less likely to change the channel or leave the place when a product shows in a movie like they may for advertisements (d’Astous & Chartier, 2000). Moreover, product placements allow marketers to aim very particular audiences because the demography of who attends which type of movie is well understood (Nebenzhal & Secunda, 1993). Product placements also have a longer life time than traditional advertisements (d’Astous & Chartier, 2000). When the movies are released as DVD or shown on TV, the brand placements are typically still present. Finally, surveys have demonstrated that viewers like product placements due to the realistic improvement of the movie or TV show ( Nebenzahl & Secunda, 1993). In its most basic understanding, product placements are the incorporation of...
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...EMOTIONAL ADVERTISING APPEALS ON CONSUMER IMPLICIT AND EXPLICIT MEMORY: AN ACCESSIBILITY/DIAGNOSTICITY PERSPECTIVE Patti Williams The Wharton School University of Pennsylvania May 2000 Rough working draft. Please do not quote without author’s permission. Patti Williams is Assistant Professor of Marketing at the Wharton School, University of Pennsylvania, 1400 Steinberg/Dietrich Hall, Philadelphia, PA 19104 Thanks to Carol Scott, Jennifer Aaker, Bob Bjork, Gavan Fitzsimons, Debbie MacInnis and Don Morrison for their generous donations of time and support to my dissertation research, upon which this paper is based. Special thanks to Jennifer for her insight and editing skills in creating this version of the paper. This research was funded in part by the Procter and Gamble Marketing Innovation Fund. Particular thanks to Chris Allen for his efforts in facilitating my relationship with P & G. Abstract Emotional advertisements have a substantial impact on consumer attitudes, as well as upon purchase intentions. However, research on the influence of emotional appeals on memory has been somewhat mixed, with some researchers asserting that they result in poor consumer memory, while others argue that if tested properly, they have a substantial impact. The current research addresses these mixed results by relying on an accessibility/diagnosticity framework to explore the effect of emotions on consumer implicit and explicit memory. Explicit memory performance is characterized as relying...
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...Prominence: Good for Memory! Bad for Attitudes? Journal Title: Journal of Advertising Research. Jun2009, Vol. 49 Issue 2, p151-153. 3p Research questions: What is the audience reactions when there is a brand placement? How to affect audiences positively by using brand placement? In this article, the authors try to explain why brand placement prominence have negative effects on brand attitude under some situations and why brand placement can affect audiences’ attitudes positively through implications. Methodology used: The methodology used here would be causal research. The authors show the relationship between brand placement and audiences’ attitudes and behavior after they see a brand placement involve in a program Findings: To begin with, prominent brand placement have a high effect on brand memory, but it can cause bad brand attitudes for viewers who realized there is an advertisement. However, for the viewers who are not aware of a brand placement, they have little brand memory but a positive brand attitude. Furthermore, there is a positive effect on brand attitudes of audiences who do not like the program and a negative effect on viewers who like the program. Next, studies have shown that people can be influenced when they are not aware of a brand placement, which means that they do not have the memory of placement. However, these people’s attitudes and behavior still changed because of brand placement, which is called implicit processing. These implicit processes play...
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...effects it has on the human brain. The amygdala and hippocampus are parts of the limbic system that helps process the sequence of one’s life story. During the normal course of an individual’s life, the amygdala and hippocampus are able to process both the event and the emotions attached to a traumatic event. The amygdala records the emotions and bodily sensations of an individual. After the emotions and bodily sensations have been recorded, they are retrieved by the hippocampus. The hippocampus role is to add cognitive meaning and place the information that is processed into appropriate context. As soon as the hippocampus has stored the context, the information can be permanently stored in the cortex as explicit memory. However, during trauma the processing of the memory does not happen in this manner (Simington, 2013). During traumatic events, the amygdala records the extremely charged emotions and sensations, but if the trauma is severe enough the hippocampus can become overcharged and shut down. As a result of this, the traumatic event...
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...Indulgent Consumption GERGANA Y. NENKOV MAURA L. SCOTT This article examines the extent to which consumers engage in more indulgent consumption when they are exposed to whimsically cute products and explores the process by which such products affect indulgence. Prior research on kindchenschema (baby schema) has found that exposure to cute babies or baby animals leads to more careful behavior (see the study by Sherman, Haidt, and Coan), suggesting restraint. The present research uncovers the opposite: consumers become more indulgent in their behavior after exposure to whimsically cute products. Drawing from research on cognitive priming, kindchenschema, anthropomorphization, indulgence, and regulatory focus, this research posits that exposure to whimsically cute products primes mental representations of fun, increasing consumers’ focus on approaching self-rewards and making consumers more likely to choose indulgent options. These effects do not emerge for kindchenschema cute stimuli, since they prime mental representations of vulnerability and caretaking. Four empirical studies provide evidence for the proposed effects and their underlying process. C ompanies market a rapidly increasing number and variety of cute products across numerous categories, targeting not only children but also adult consumers. The marketplace is replete with cute clothing, utensils, appliances, foods, office supplies, and even automobiles, which are quite popular among adult consumers (Marcus...
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...Indulgent Consumption GERGANA Y. NENKOV MAURA L. SCOTT This article examines the extent to which consumers engage in more indulgent consumption when they are exposed to whimsically cute products and explores the process by which such products affect indulgence. Prior research on kindchenschema (baby schema) has found that exposure to cute babies or baby animals leads to more careful behavior (see the study by Sherman, Haidt, and Coan), suggesting restraint. The present research uncovers the opposite: consumers become more indulgent in their behavior after exposure to whimsically cute products. Drawing from research on cognitive priming, kindchenschema, anthropomorphization, indulgence, and regulatory focus, this research posits that exposure to whimsically cute products primes mental representations of fun, increasing consumers’ focus on approaching self-rewards and making consumers more likely to choose indulgent options. These effects do not emerge for kindchenschema cute stimuli, since they prime mental representations of vulnerability and caretaking. Four empirical studies provide evidence for the proposed effects and their underlying process. C ompanies market a rapidly increasing number and variety of cute products across numerous categories, targeting not only children but also adult consumers. The marketplace is replete with cute clothing, utensils, appliances, foods, office supplies, and even automobiles, which are quite popular among adult consumers (Marcus...
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...Indulgent Consumption GERGANA Y. NENKOV MAURA L. SCOTT This article examines the extent to which consumers engage in more indulgent consumption when they are exposed to whimsically cute products and explores the process by which such products affect indulgence. Prior research on kindchenschema (baby schema) has found that exposure to cute babies or baby animals leads to more careful behavior (see the study by Sherman, Haidt, and Coan), suggesting restraint. The present research uncovers the opposite: consumers become more indulgent in their behavior after exposure to whimsically cute products. Drawing from research on cognitive priming, kindchenschema, anthropomorphization, indulgence, and regulatory focus, this research posits that exposure to whimsically cute products primes mental representations of fun, increasing consumers’ focus on approaching self-rewards and making consumers more likely to choose indulgent options. These effects do not emerge for kindchenschema cute stimuli, since they prime mental representations of vulnerability and caretaking. Four empirical studies provide evidence for the proposed effects and their underlying process. C ompanies market a rapidly increasing number and variety of cute products across numerous categories, targeting not only children but also adult consumers. The marketplace is replete with cute clothing, utensils, appliances, foods, office supplies, and even automobiles, which are quite popular among adult consumers (Marcus...
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...The Three Stages of Memory Krista Horn, Kaiulani Kuehnel, Kelsey Moilanen, Ashley Mays PSY/211 Essentials of Psychology March 18, 2014 Sarah James-Felton The Three Stages of Memory There are three stages to using our memory. The first memory stage is the sensory stage. A person is constantly using their sensory memory which takes snapshots of a person’s surrounding environment, focuses on an object, looks over the details, and stores this information temporarily. This temporary memory lasts between a quarter of a second to three seconds, or until the brain finds something else to focus on and replaces the last memory. It is the mind’s natural way of skimming through life. When the brain registers the information an individual has focused on, the information is transferred into the next memory stage, which is the short-term memory (Huckenbury & Huckenbury, 2014). Short-term memory enables a person to temporarily store information. Short-term memory permits a person to read a book and understand what they are reading or remember directions to the grocery store. Most things fade from the short-term memory unless the information is consistently repeated, like a person’s phone number when it is dialed. People get bombarded with new information every day. When the new information is processed, the brain makes a decision to keep the information or toss it. If the information is not dedicated to long-term memory it remains no longer than 20 seconds, then quickly fades...
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...CNC FNaC 100years of product innovation Case Priming Effect Slogan Market orientation Voca Social Response mild coffe pepsi DVD Bravo Bridge CNC FeNC 100years of product innovation Case Priming Effect Slogan Market orientation Voca Social Response mild coffe pepsi DVD Bravo Bridge CNC FNC 100years of product innovation Case Priming Effect Slogan Market orientation Voca Social Response mild coffe pepsi DVD Bravo Bridge CNC FNC 100years of product innovation Case Priming Effect Slogan Market orientation Voca Social Response mild coffe pepsi DVD Bravo Bridge CNC FNC 100years of product innovation Case Priming Effect Slogan Market orientation Voca Social Response mild coffe pepsi DVD Bravo Bridge CNC FNC 100years of product innovation Case Priming Effect Slogan Market orientation Voca Social Response mild coffe pepsi DVD Bravo Bridge CNC FNC 100years of product innovation Case Priming Effect Slogan Market orientation Voca Social Response mild coffe pepsi DVD Bravo Bridge CNfC FNdC 100years of product innovation Case Priming Effect Slogan Market orientation Voca Social Response mild coffe pepsi DVD Bravo Bridge CNC FNcC 100years of product innovation Case Priming Effect Slogan Market orientation Voca Social Response mild coffe pepsi DVD Bravo Bridge CNC FNC 100years of product innovation Case Priming Effect Slogan Market orientation Voca Social Response mild coffe pepsi DVD Bravo Bridge CNC FNC 100years of product innovation Case Priming Effect Slogan Market...
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...gathering information it’s organized into your sensory memory. The information your senses gather is held in your short term memory for up to 25 seconds. If this information isn’t transferred into long term memory it’s gone forever. You can store short term memory as images provided by visual stimuli. By reviewing words in our minds we are storing it phonetically in our minds. Psychology research indicates that we can only process seven bits of information from a visual field. Chunking is a way we manage more information in our short term memory. It’s a meaningful group of stimuli that can be stored as a unit in short term memory. Recoding information makes it easier to hold this information in short term memory. You can use and practice rehearsal to hold information in short term memory or transfer it into long term memory. Everyone’s used this technique when trying to remember someone’s phone number by repeating several times. Long term memory has six sections within it. When material makes its way from short term memory to long term memory it enters a store house of unlimited capacity. Going back to the computer analogy, transferring a memory from short term memory to long term is like opening up a new file in the hard-drive and saving it there. It’s filed and coded so that we can retrieve it when we want and need it. The first two sections of long term memory are explicit and implicit memory. Firstly, explicit memory, is the memories that we know we possess. I know it sounds confusing...
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...elsevier.com/locate/neuropsychologia The neural basis of implicit learning and memory: A review of neuropsychological and neuroimaging research Paul J. Reber n Department of Psychology, Northwestern University, 2029 Sheridan Road, Evanston, IL 60208, United States art ic l e i nf o a b s t r a c t Article history: Received 6 November 2012 Received in revised form 14 June 2013 Accepted 15 June 2013 Available online 24 June 2013 Memory systems research has typically described the different types of long-term memory in the brain as either declarative versus non-declarative or implicit versus explicit. These descriptions reflect the difference between declarative, conscious, and explicit memory that is dependent on the medial temporal lobe (MTL) memory system, and all other expressions of learning and memory. The other type of memory is generally defined by an absence: either the lack of dependence on the MTL memory system (nondeclarative) or the lack of conscious awareness of the information acquired (implicit). However, definition by absence is inherently underspecified and leaves open questions of how this type of memory operates, its neural basis, and how it differs from explicit, declarative memory. Drawing on a variety of studies of implicit learning that have attempted to identify the neural correlates of implicit learning using functional neuroimaging and neuropsychology, a theory of implicit memory is presented that describes it as a form of general...
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...Implicit memory also referred to as unconscious memory refers to the unintentional retrieval of information that got obtained during a certain learning episode on tests that do not need conscious recollection of the previous learning episode (Garrett, 1975). Explicit memory, on the other hand, is the memory performance in which it can retrieve a previous learning episode consciously. Implicit memory requires very little effort to recall, whereas explicit memory requires significant and more concentrated effort to bring memories to the surface. Systematic investigation of implicit memory is a representation of the relatively new research direction in cognitive psychology as well as neuropsychology. A significant difference between explicit memory...
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...Introduction Consumers’ memory can be influenced by product placement in advertisement, and the placement are able to change consumers’ attitudes toward the products even toward the brands. It is important to understand the consumer’s memory that can use in how to improve the placement. This literature review is to discuss the processes of information transfers to memory, what type of memory can be developed, how consumers use these memory, the relationship between those memory and product placement. This literature review will focus on the study area of consumer behavior, consumer research, marketing and advertising research. In this research, the memory processes will be discussed, including encoding, and retrieval. Then, the factors of influence retrieval will be outlined. At the same time, the applications of product placement will be examined throughout. Memory have ability to encode, store and retrieval information. Encoding can categorize the information which is perceived from advertisements or experiences and converted it into a construct that can be stored in the brain. Retrieval is calling back the stored information with some cues. Encoding Friestad and Thorson (1993) who base on several theories to propose that there are two types of encoding. The first one is called experimental processing. People do not have any particular goals or task when they are watching advertising. Their cognitive resources are distributed...
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...Implicit and Explicit Memory The brain's memory systems are divided into two types: implicit memory and explicit memory. The main difference between implicit and explicit memory is their relation to consciousness: explicit memory transport data to consciousness in the form of images or thoughts, while implicit memory mainly skips consciousness (Memory, 2009). Procedural memory is another type of implicit memory. Procedural memory allows individual to gain specific skills, like using a music instruments or learning how to play a sport. It works effectively without consciousness, and conscious awareness may hinder with its effectiveness, evidenced shows using a trick sometimes played on another golfers by asking them if they inhale or exhale before or while swinging. When the golfer tries to tell the difference it can cause the pattern of muscle activations to break up. Classical conditioning,...
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...NEUROSCIENCE OF MEMORY What is memory? It is often associated with the “thinking of again” or “recalling to the mind” of something learned at an earlier time. Descriptions of this sort imply a conscious awareness in the rememberer that they are recollecting something of the past. For example, we might remember our first day of school or some general knowledge such as who the prime minister is. On closer reflection, this is only really the tip of the iceberg when we look at the full range of human memory capabilities. Much of our memory is submerged from conscious view (e.g., skills such as driving or typewriting). Performance on complex tasks such as playing a musical instrument can even be disrupted when conscious awareness intrudes. We learn and remember how to use language often without having to be conscious of its grammatical rules. A better description of memory could be ‘the ability to retain and utilize acquired information or knowledge’. Memory is an integral part of our existence, yet it is only vaguely understood. Through empirical studies on people, the methods of cognitive psychology have lead to some useful descriptions, distinctions and theoretical advances in our understanding of different types of memory. These approaches have paid little attention to the biological substrate of memory – the brain. This is probably partly because, until recently, the tremendous complexity of the brain has hampered our ability to gain useful insights into memory from...
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