Lecture 3: How advertising affects consumer memory

This was lecture 2 last year. In this lecture there is a brief overview of how the memory works and the relevance for advertising succes (and failure).

Additions to the sheet notes:

• Memory is involved in all steps of the DAGMAR model. It records, stores, and retrieves information. It also influences perception, enconding, and storage.
• Priming is the phenomena that exposure to an object or a word in one situation has an influence on the evaluation, behaviour or your memory in a different situation. This is done unconsciously.
• Jacoby, 1983 study about Implicit and explicit measurements. What it showed that with context the memory for explicit measurement the memory increased, but for implicit it was worse.If you provide context it is good for explicit memory but not implicit.
• Supraliminal primes: people are unaware of the connection between the stimulus and their behaviour.
• Subliminal primes: people are unaware of the stimulus.

Important for the exam:

• Baddely & Hitch (1974) you don’t have to know the whole model. What you need to know about it is that this model is a combination of what crack said about attention being the important thing en what Atkinson & Shiffrin (1968) said about the separate systems. That this model shows an interaction between attention and the systems.