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