Healthy Skepticism Library item: 12000

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Parker A, Dagnall N.
Effects of retrieval practice on consumer memory for brand attributes.
Psychol Rep 2007 Aug; 101:(1):311-8
http://www.ncbi.nlm.nih.gov/sites/entrez?Db=PubMed&Cmd=ShowDetailView&TermToSearch=17958139

Abstract:

The effect of retrieval practice on memory for brand attributes was examined. Participants were presented with advertisements for fictional products so each contained a number of brand attributes relating to the nature of the product and its qualities. Following this, participants practiced recalling a subset of those attributes either 3 or 6 times. The act of retrieving some brand information inhibited the recall of other brand information that was not practiced, but only when repeated retrieval practice took place 6 times. This is the first demonstration of inhibitory effects in consumers’ memory using the retrieval practice paradigm.

Keywords:
MeSH Terms: Adult Advertising* Commerce* Consumer Satisfaction* Female Humans Male Memory* Mental Recall