Effects of retrieval practice on consumer memory for brand attributes.
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.
Parker
Andrew
A
Manchester Metropolitan University, School of Psychology & Social Change, Hathersage Road, Manchester, M13 OJA, United Kingdom. a.parker@mmu.ac.uk
Dagnall
Neil
N
D000328:Adult; D000329:Advertising; D003132:Commerce; D003258:Consumer Behavior; D005260:Female; D006801:Humans; D008297:Male; D008568:Memory; D011939:Mental Recall