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 April 20, 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 April 20, 2014).

Share This



More Mind & Brain News

Sunday, April 20, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Study On Artists' Brain Shows They're 'Structurally Unique'

Study On Artists' Brain Shows They're 'Structurally Unique'

Newsy (Apr. 17, 2014) The brains of artists aren't really left-brain or right-brain, but rather have extra neural matter in visual and motor control areas. Video provided by Newsy
Powered by NewsLook.com
Is Apathy A Sign Of A Shrinking Brain?

Is Apathy A Sign Of A Shrinking Brain?

Newsy (Apr. 17, 2014) A recent study links apathetic feelings to a smaller brain. Researchers say the results indicate a need for apathy screening for at-risk seniors. Video provided by Newsy
Powered by NewsLook.com
Are School Dress Codes Too Strict?

Are School Dress Codes Too Strict?

AP (Apr. 16, 2014) Pushing the limits on style and self-expression is a rite of passage for teens and even younger kids. How far should schools go with their dress codes? The courts have sided with schools in an era when school safety is paramount. (April 16) Video provided by AP
Powered by NewsLook.com
Could Even Casual Marijuana Use Alter Your Brain?

Could Even Casual Marijuana Use Alter Your Brain?

Newsy (Apr. 16, 2014) A new study conducted by researchers at Northwestern and Harvard suggests even casual marijuana use can alter your brain. 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