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Transfer effects in implicit memory and consumer choice

Butler, L. T. and Berry, D. C. (2001) Transfer effects in implicit memory and consumer choice. Applied Cognitive Psychology, 15 (6). pp. 587-601. ISSN 0888-4080

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To link to this article DOI: 10.1002/acp.730

Abstract/Summary

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.

Item Type:Article
Refereed:Yes
Divisions:Faculty of Life Sciences > School of Psychology and Clinical Language Sciences > Department of Psychology
ID Code:4661
Uncontrolled Keywords:Explicit memory; Recognition; Exposure; Stimuli; Tests; Involvement; Completion; Mechanisms; Retention; Modality
Publisher:John Wiley

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