Consumer Memory Research Articles

From Hero Honda to Hero V/s Honda in the Indian Market: Creating New Consumer Memories and Perception

In 2010, Hero Honda (HH), the largest global two-wheeler manufacturing company (based on unit sales), terminated its 26 year old JV with Honda, effective 2014. In August 2011, HH, rebranded itself as “Hero”, with a nationwide campaign across media; over three months, the campaign was rolled out on 30 TV channels, leading websites, 200 radio stations, and 4, 000 cinema halls. Signages were changed in 4, 500 touchpoints over a weekend. The case documents the market and brand position of HH and its principal competitors, Bajaj and Honda in India, the rationale for ending the JV, the rebranding requirements, and the actions taken. Pedagogically, we evaluate the rebranding effort to sustain, create, and build consumer memories and emotions.

The Meanings of Sports Sponsorship 'Success': Not Just a Transaction but a Relationship

Sponsorship of sports event is a big business. Yet there is almost no agreement on what constitutes "success." Many of the measures that are provided are either vague – e.g. "improves our brand position" – or intermediate – e.g., persistence of consumer memory of a sponsor mention. Moreover even these measures are one-sided, looking at what the sponsor "gets" from sponsorship, but not considering what those participating in the sponsored event receive? This article critically examines the existing literature on sports sponsorship and collates the various measures of success that have been used. These measures are ranked and assessed in terms of their meaningfulness to the sponsor and, where applicable, to those involved in what is being sponsored. Overall there is little consensus on whether event sponsorship is a "successful" strategy and what "success" actually means, or should mean. This is no surprise in one way since every event and each sponsorship is unique. In general there needs to be more research on the impacts of sponsorship from the event participant’s point of view and from the larger social frame.

Should We Hire David Beckham to Endorse our Brand? Contextual Interference and Consumer Memory for Brands in a Celebrity's Endorsement Portfolio

Imagine that you are browsing through a magazine, and you see one of your favorite celebrities in an advertisement. Then, a bit further into the magazine you see that same celebrity in an ad for a different product. A few hours later, you think of the celebrity again and try to remember the products s/he was endorsing, but what will you actually recall? This paper examines consumer memory for celebrity advertising under conditions where a single celebrity advertises for more than one brand. Using contextual interference as the theoretical lens, the current research posits and demonstrates how brands in a celebrity's “endorsement portfolio” compete with one another when consumers use the celebrity as retrieval cue for information that was contained in the ads. The findings of the laboratory experiment reveal that brands sharing either a high or low match with the celebrity win the battle during retrieval and inhibit consumers’ ability to accurately recall ad information for brands sharing a more moderate match with the celebrity. The theoretical practical implications of these findings are discussed.

The Antecedents and Consequences of Brand Prestige in Luxury Restaurants

The purpose of this study was to investigate the antecedents and consequences of brand prestige in luxury restaurants. Based on the existing theoretical background, it was proposed that four types of brand-related stimulus form brand experience in consumer memory and thus influence the formation of brand prestige. Through a review of the literature, it was also hypothesized that brand prestige can result in five managerial outcomes: patrons' well-being perception, information costs saved, perceived price fairness, satisfaction and behavioral intentions. Based on the theoretical relationships between the conceptual constructs, a model was proposed and then tested utilizing data collected from 527 luxury restaurant patrons. The results of data analysis indicate that two types of brand-related stimulus (sensory and intellectual) aid in the creation of brand prestige, and can thus help to: enhance patrons' well-being perception; reduce patrons' information searching efforts; and enhance perceived price fairness. As a result, patron satisfaction and positive behavioral intentions can be induced. The critical managerial implications of these findings are then discussed in the latter part of the article.

Can Advertising Change Memory for Even a Really Discrepant Experience? Paradigm Issues in the Study of Postexperience Advertising

There has been some debate between marketing researchers regarding the role postexperience advertising can play on influencing consumer memory. Our investigation looks at whether paradigm differences can account for these different findings or whether advertising's influence on altering sensory memory is indeed limited. We also investigate a potential mediator of the advertising misinformation effect: strength of encoding the original experience. Paradigms are important for scientific progress, but they are not infallible. It is important for advertising researchers that the methodology is precise and controlled enough in order to identify the mechanism theoretically proposed for inducing the memory change while at the same time being externally valid for understanding consumers' marketplace behavior. We discuss the implications of our findings for practice and academic research.

Evolving Fuzzy Neural Network for Phishing Emails Detection

One of the broadly used internet attacks to deceive customers financially in banks and agencies is unknown “zero-day” phishing Emails “zero-day” phishing Emails is a new phishing email that it has not been trained on old dataset, not included in black list. Accordingly, the current paper seeks to Detection and Prediction of unknown “zero-day” phishing Emails by provide a new framework called Phishing Evolving Neural Fuzzy Framework (PENFF) that is based on adoptive Evolving Fuzzy Neural Network (EFuNN). PENFF does the process of detection of phishing email depending on the level of features similarity between body email and URL email features. The totality of the common features vector is controlled by EFuNN to create rules that help predict the phishing email value in online mode. The proposed framework has proved its ability to detect phishing emails by decreasing the error rate in classification process. The current approach is considered a highly compacted framework. As a performance indicator; the Root Mean Square Error (RMSE) and Non-Dimensional Error Index (NDEI) has 0.12 and 0.21 respectively, which has low error rate compared with other approaches Furthermore, this approach has learning capability with footprint consuming memory.

Comma N' cents in pricing: The effects of auditory representation encoding on price magnitude perceptions

Numbers and prices can be processed and encoded in three different forms: 1) visual [based on their written form in Arabic numerals (e.g., 72)], 2) verbal [based on spoken word-sounds (e.g., “seventy” and “two”), and 3) analog (based on judgments of relative “size” or amount (e.g., more than 70 but less than 80)]. In this paper, we demonstrate that including commas (e.g., $1599 vs. $1599) and cents (e.g., $1599.85 vs. $1599) in a price's Arabic written form (i.e., how it is perceived visually) can change how the price is encoded and represented verbally in a consumer's memory. In turn, the verbal encoding of a written price can influence assessments of the numerical magnitude of the price. These effects occur because consumers non-consciously perceive that there is a positive relationship between syllabic length and numerical magnitude. Three experiments are presented demonstrating this important effect.

An Interpretive Frame Model of Identity-Dependent Learning: The Moderating Role of Content-State Association

Although it is well known that advertising can momentarily activate specific consumer identities and thereby influence preference for identity-relevant products, the influence of such identity activation on consumer memory is undocumented. Identity activation encourages consumers to link advertising content to their identity during encoding, and these links facilitate subsequent recognition if the identity is again activated at retrieval. This identity-dependent processing produces different recognition outcomes for information that is strongly related, moderately related, and unrelated to the identity. Identity activation at both encoding and retrieval improved recognition of advertising content moderately related to the identity but had no effect on recognition of unrelated content. Identity activation at retrieval improved recognition of strongly related content, regardless of whether identity was primed externally at encoding. These results support an interpretative frame process at encoding and suggest that content-state association is a critical moderator of state-dependent learning.

A Brief Pause between a Tagline and Brand Increases Brand Name Recognition and Preference

SummaryThis paper explores the outcome of the visual encoding of brands in meaningful sentences (i.e. in taglines) on brand name recognition and preference. In this paper, it is shown that, above and beyond the role of conceptual priming during encoding at increasing recognition memory, there is a role of creating a temporal delay, or pause, between meaningful cues in the sentence and a key word (Experiment 1) or brand (Experiments 2a and 3) on memory. The pause is also associated with increased preference towards brands (Experiment 2b). These findings demonstrate a new way to enhance recognition of brand names that is not due to a pure generation effect but rather by increasing attention, which increases processing fluency of the target. Copyright © 2011 John Wiley & Sons, Ltd.

Effects of Information Diffusion in OnlineWord-of-Mouth Communication Among Consumers

The effects of online word-of-mouth communication among consumers were investigated using an agentbased model. In order to explain consumers’ purchasing behaviours from the view of consumer behavioral theory, we installed heterogeneity on consumers based on individual informative actions. Consumers were assumed to communicate with other consumers selectively using one of three policies: random selection, similar level selection, and higher level selection. Simulation showed that the most effective policy for selecting communication partners depends on the characteristics of goods under consideration. It also showed that increasing the number of communication partners and changing distribution of consumers positively affects purchasing behaviour while increasing consumer memory through such technologies as blogs does not. These findings help clarify how consumers deal with their cognitive limitations in the face of the massive amount of information now available.

Ethos Groceries and Countercultural Appetites: Consuming Memory in Whole Foods' Brand Utopia

The Journal of Popular CultureVolume 44, Issue 1 p. 158-177 Ethos Groceries and Countercultural Appetites: Consuming Memory in Whole Foods' Brand Utopia MICHAEL SERAZIO, MICHAEL SERAZIO Fairfield UniversitySearch for more papers by this author MICHAEL SERAZIO, MICHAEL SERAZIO Fairfield UniversitySearch for more papers by this author First published: 07 February 2011 https://doi.org/10.1111/j.1540-5931.2010.00825.xCitations: 3Read the full textAboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onFacebookTwitterLinkedInRedditWechat Citing Literature Volume44, Issue1February 2011Pages 158-177 RelatedInformation

Competing for consumer memory in television advertising

The purpose of this study is to examine how brand recall and recognition are affected by non-editorial clutter in mega-event broadcasting. Using longitudinal data collected during four years of Super Bowl broadcasts, this study investigates the effects of three different types of television clutter (other ads, on-air promos and TV billboards) and their composite effects on brand memory. The results show that increases in numbers and lengths of other ads and on-air promos negatively affect brand recall and recognition. However, such effect was not found with TV billboards. Theoretical and marketing implications are discussed.

Brand salience for fast-moving consumer goods: An empirically based model

Brand salience, or the prominence of a brand in memory, has been linked to brand choice and purchase by consumers. The research reported in this paper proposed and tested a model of brand salience for fast-moving consumer goods, which incorporates knowledge, media consumption, and brand image as antecedents. A quasi-experimental method was utilised, where 270 respondents undertook a free recall exercise using category cues, and then completed multi-item measures of brand knowledge, brand associations, and purchase likelihood. Analysis of the data using SEM found support for an empirical model of brand salience where there was a relationship between brand salience and purchase likelihood. The empirical evidence supports building a brand in a primary category, in order to build the depth and breadth of the brand's associations in consumer memory.

How does awareness evolve when advertising stops? The role of memory

Extant models posit that awareness declines immediately and gradually after the cessation of advertising, whereas anecdotal evidence from managers suggests awareness stays constant for a while and then decays rapidly. This pattern arises because consumers remember advertisements for a finite time before they forget. Hence, we extend advertising models by incorporating the memory for ads. We conceptualize the role of memory as “delayed forgetting of ads” and capture it using delay differential equations, which exhibit richer dynamics and expand the class of dynamic models used in marketing. Analytically, we derive the 90% duration of advertising effects under various scenarios. Empirically, we analyze awareness evolution in the absence of advertising for the Peugeot car brand. We not only find strong support for the proposed model, but also estimate the memorability of Peugeot ads to be about 3 weeks. Moreover, if we ignore consumer memory as in the extant models, we would overstate the forgetting rate by 39%. Finally, we discuss managerial implications and identify new avenues for further research.

Consumer responses to East‐West writing system differences

PurposeThe purpose of this paper is threefold. First, it aims to review East‐West writing system (cross‐script) differences and summarize previous work examining the cross‐script effect on consumer responses. Second, it aims to describe the implications for international marketing and cross‐cultural studies. Third, it seeks to propose specific questions for future research.Design/methodology/approachFirst, the paper presents a critical literature review of studies investigating cross‐script differences influencing consumer attitudes, memory, and information processing. Based on the provided integrative analysis, future directions are indicated for areas relying heavily on written communication, such as international marketing communications, internet marketing, international branding, and cross‐cultural consumer research.FindingsDespite the pervasive nature and importance of written language, scant research has addressed differences between East/West consumer responses attributable to native script processing.Originality/valueThe paper is among the first to point out the insufficiency of scholarly studies on written language effects on consumer responses. The findings raise international marketers' awareness of differences in East‐West written language processing in order to effectively target consumers.

Limited Memory, Categorization, and Competition

This paper investigates the effects of a limited consumer memory on the price competition between firms. It studies a specific aspect of memory—namely, the categorization of available price information that the consumers may need to recall for decision making. This paper analyzes competition between firms in a market with uninformed consumers who do not compare prices, informed consumers who compare prices but with limited memory, and informed consumers who have perfect memory. Consumers, aware of their memory limitations, choose how to encode the prices into categories, whereas firms take the limitations of consumers into account in choosing their pricing strategies. Two distinct types of categorization processes are investigated: (1) a symmetric one in which consumers compare only the labels of price categories from the competing firms and (2) an asymmetric one in which consumers compare the recalled price of one firm with the actual price of the other. We find that the equilibrium partition for the consumers calls for finer categorization toward the bottom of the price distribution. Thus consumers have a motivation to invest in greater memory resources in encoding lower prices to induce firms to charge more favorable prices. The interaction between the categorization strategies of the consumers and the price competition between the firms is such that small initial improvements in recall move the market outcomes quickly toward the case of perfect recall. Even with few memory categories, the expected price consumers pay and their surplus is close to the case of perfect recall. There is thus a suggestion in this model that market competition adjusts to the memory limitations of consumers.

Product Scent and Memory

Scent research has focused primarily on the effects of ambient scent on consumer evaluations. We focus instead on the effects of product scent on consumer memories. For instance, if a pencil or a facial tissue is imbued with scent (vs. not), recall for the brand's other attributes increases significantly—with the effects lasting as much as 2 weeks after exposure. We also find that product scent is more effective than ambient scent at enhancing memory for product information. We suggest that this may be because, with product (ambient) scent, scent-related associations are focused on a single object (are diffused across multiple objects) in the environment. In support, we find that the memory effects are driven by the number of product/scent-related associations stored in long-term memory. The results suggest that, although ambient scent has received the bulk of attention from researchers and managers in recent years, greater focus on product scent is warranted.

Consumer Behavior in a Multichannel, Multimedia Retailing Environment

Over the past decade, multichannel, multimedia retailing environments have grown in variety, scope, and sophistication. However, research regarding the implications of this trend for consumer behavior is rather scarce. We seek to address this need by providing a comprehensive yet flexible approach for formulating promising consumer behavior-related research questions based in multichannel, multimedia retailing environments. This approach adopts a consumer-centric view of multichannel, multimedia retailing and identifies a number of important dimensions of this environment. We then illustrate how this approach could be applied via specific examples involving consumer memory, product assortment, and information acquisition. We conclude by considering the managerial implications of our proposed approach.

Assigning television commercial videotapes to time slots under alternative message spacing policies

A number of studies in the psychological and marketing literature have focused on the effects of message spacing on consumer memory and judgement. The importance of message spacing has also been exemplified by a crucial scheduling problem in the broadcast television industry that requires the assignment of multiple airings of commercial videotapes to purchased slots of air time. Existing models for this problem are restricted to the case of equal spacing of successive airings in terms of slot position. In light of the fact that equal spacing of messages is not necessarily the best course of action in all situations, we present an alternative model that enables greater flexibility with respect to the spacing of commercial messages. For example, the model allows for equal temporal spacing of commercials in addition to equal spacing in terms of slot position. More importantly, the model permits spacing options that allow for pulsing strategies associated with well-separated bursts of commercial airings, as well as the consideration of spacing decisions when commercials have different durations. We demonstrate a heuristic for solving the scheduling problem under various message spacing policies. We believe that our model, which is effective and adaptable, has considerable promise for practical scheduling problems as well as subsequent experimental research.

Package design and consumer memory

Packaging is an important determinant in purchase decisions and has a significant role in marketing. According to previous research, the position of the verbal and pictorial elements of a package affects the recall of those elements in left-to-right languages. It has been shown from psychological research on brain laterality that verbal elements are perceived from the right and pictorial elements from the left side of the package. We aim to assess whether the hypotheses are valid for right-to-left languages. This is imperative as many of the world's countries, mainly in Asia, the Middle East and Africa, have written languages with the right-to-left structure. According to the Organisation of the Islamic Conference (OIC), the combined population of Islamic countries is about 1.5 billion, which is about 22% of the world's; such a market size is worthy of substantial marketing research. This paper would be commendable for those who intend to export to these markets.