Featured Research

from universities, journals, and other organizations

Increasing Consumer Preferences By Manipulating Memory

Date:
July 15, 2006
Source:
John Wiley & Sons, Inc.
Summary:
Consumer preferences for a brand can be increased over the competition by techniques used to manipulate memory, finds research published today in Applied Cognitive Psychology.

Consumer preferences for a brand can be increased over the competition by techniques used to manipulate memory, finds research published today in Applied Cognitive Psychology.

The study's primary investigator Antonia Kronlund, now at the University of Chicago Graduate School of Business, based her findings on participants' responses to two experiments. The first experiment found that when participants had to solve an anagram before seeing a target brand, they were more likely to claim to have seen the brand before. Participants also had higher preference ratings for the brand relative to competing brands in the same product category.

The second experiment showed that when participants had to solve an anagram before seeing a target brand, they were more likely to claim to have known the brand in high school, and to prefer it over competing brands.

"It's the actual contrast between seeing the anagram in its initial, versus its solved form, that we believe creates this preference effect. That is because the anagram in its initial form appears to be non-fluent--participants have never seen anagrams such as GANECY before.

Once solved, however, the solution is processed with high fluency. Think of the "aha" experience one would feel when realizing the solution is AGENCY. We believe that this surprising fluency, arising from the disparity, gets misattributed to brand recognition and preference," says Dr. Kronlund.

In the US, impulse buying reportedly generates over $4 billion annually. These findings take important further steps to understanding the subconscious processes that underlie brand recognition and preference.

"Our research demonstrates that certain problem solving techniques, which pose a challenge to the consumer, trigger a response that makes the target brand seem highly fluent, or familiar. This process consistently translates into increased recognition of the brand, and more importantly, higher preference towards the brand over the competition. Such techniques can be used by marketers in magazine layouts, in store displays--the possibilities are endless," says Dr. Kronlund.


Story Source:

The above story is based on materials provided by John Wiley & Sons, Inc.. Note: Materials may be edited for content and length.


Cite This Page:

John Wiley & Sons, Inc.. "Increasing Consumer Preferences By Manipulating Memory." ScienceDaily. ScienceDaily, 15 July 2006. <www.sciencedaily.com/releases/2006/07/060715104358.htm>.
John Wiley & Sons, Inc.. (2006, July 15). Increasing Consumer Preferences By Manipulating Memory. ScienceDaily. Retrieved September 15, 2014 from www.sciencedaily.com/releases/2006/07/060715104358.htm
John Wiley & Sons, Inc.. "Increasing Consumer Preferences By Manipulating Memory." ScienceDaily. www.sciencedaily.com/releases/2006/07/060715104358.htm (accessed September 15, 2014).

Share This



More Mind & Brain News

Monday, September 15, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

FDA Eyes Skin Shocks Used at Mass. School

FDA Eyes Skin Shocks Used at Mass. School

AP (Sep. 15, 2014) The FDA is considering whether to ban devices used by the Judge Rotenberg Educational Center in Canton, Massachusetts, the only place in the country known to use electrical skin shocks as aversive conditioning for aggressive patients. (Sept. 15) Video provided by AP
Powered by NewsLook.com
Shocker: Journalists Are Utterly Addicted To Coffee

Shocker: Journalists Are Utterly Addicted To Coffee

Newsy (Sep. 13, 2014) A U.K. survey found that journalists consumed the most amount of coffee, but that's only the tip of the coffee-related statistics iceberg. Video provided by Newsy
Powered by NewsLook.com
'Magic Mushrooms' Could Help Smokers Quit

'Magic Mushrooms' Could Help Smokers Quit

Newsy (Sep. 11, 2014) In a small study, researchers found that the majority of long-time smokers quit after taking psilocybin pills and undergoing therapy sessions. Video provided by Newsy
Powered by NewsLook.com
'Fat Shaming' Might Actually Cause Weight Gain

'Fat Shaming' Might Actually Cause Weight Gain

Newsy (Sep. 11, 2014) A study for University College London suggests obese people who are discriminated against gain more weight than those who are not. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins