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Full-Text Articles in Applied Behavior Analysis
Memory Change: An Intimate Measure Of Persuasion, Kathryn A. Braun-Latour, Gerald Zaltman
Memory Change: An Intimate Measure Of Persuasion, Kathryn A. Braun-Latour, Gerald Zaltman
Kathryn A. LaTour
A major goal for advertising is to have an enduring emotional impact on an audience by facilitating their creation of personally relevant understandings of an advertisement. This is achieved through a process of cocreation in which consumers integrate advertising content with their own attitudes, beliefs, and values to produce the meaning of an advertisement. This article proposes an approach to evaluating advertisements that builds on the reconstructive nature of memory, the dominant view of memory today. The reconstructive view of memory holds that the memory for the same event is different each time it is recalled and that the person …
Assessing The Long-Term Impact Of A Consistent Advertising Campaign On Consumer Memory, Kathryn A. Braun-Latour, Michael S. Latour
Assessing The Long-Term Impact Of A Consistent Advertising Campaign On Consumer Memory, Kathryn A. Braun-Latour, Michael S. Latour
Kathryn A. LaTour
How effective is an advertising campaign that has consistently used the same theme since consumers' early childhood? To answer that question one has to consider the effect the campaign has had on consumers' memory. This research begins by discussing the structure of memory and schematic processes that occur when similar or related information is presented over time. Evidence is reviewed which suggests that early exposure would be critical in the brand schema's development. An experiment that tests the strength of the brand schema in a competitive environment and a survey that explores the importance of time of initial exposure to …
Postexperience Advertising Effects On Consumer Memory, Kathryn A. Braun
Postexperience Advertising Effects On Consumer Memory, Kathryn A. Braun
Kathryn A. LaTour
Past research suggests that marketing communications create expectations that influence the way consumers subsequently learn from their product experiences. Since postexperience information can also be important and is widespread for established goods and services, it is appropriate to ask about the cognitive effects of these efforts. The postexperience advertising situation is conceptualized here as an instant source-forgetting problem where the language and imagery from the recently presented advertising become confused with consumers’ own experiential memories. It is suggested that, through a reconstructive memory process, this advertising information affects how and what consumers remember. Consumers may come to believe that their …