Featured Research

from universities, journals, and other organizations

Facebook friends? Group identity helps consumers remember ads

Date:
June 15, 2011
Source:
University of Chicago Press Journals
Summary:
When consumers think about the groups they belong to, they recall ads better, according to a new study.

When consumers think about the groups they belong to, they recall ads better, according to a new study in the Journal of Consumer Research.

Related Articles


"A key determinant of how much consumers remember from an ad is the connection between the ad content and the consumer's own self-concept," write authors Kathryn R. Mercurio (UCLA) and Mark Forehand (University of Washington, Seattle).

Consumers identify with many different demographic groups, such as race, gender, or age. They also identify with family role groups (mother, father, sister), or occupational groups such as lawyer, teacher, or politician. And they sometimes identify with brand consumption groups (Mac, Harley Davidson, Facebook). Although consumers identify with a large set of groups, at any given time they only think about a small set of them, called the active self-concept.

Advertising often includes information or images that encourage consumers to think about groups they belong to, and research has demonstrated that consumers temporarily prefer brands that target those specific groups. For example, a tampax commercial helps female consumers think about their gender self-concept and makes them more responsive to other ads that are aimed toward their gender.

The authors also found that thinking about one's group membership influences memory for advertising. "Specifically, when a consumer views advertising while they are also thinking about one of their group memberships they unconsciously connect the new information to the group membership in memory," the authors write. Later, when those consumers think about that group membership, they are more likely to remember the information they learned earlier.

"Pragmatically, this suggests that advertisers should consider how consumers are likely to think about themselves when they are choosing products," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Kathryn R. Mercurio and Mark Forehand. An Interpretive Frame Model of Identity Dependent Learning: The Moderating Role of Content-State Association. Journal of Consumer Research, June 2, 2011 DOI: 10.1086/660837

Cite This Page:

University of Chicago Press Journals. "Facebook friends? Group identity helps consumers remember ads." ScienceDaily. ScienceDaily, 15 June 2011. <www.sciencedaily.com/releases/2011/06/110615120252.htm>.
University of Chicago Press Journals. (2011, June 15). Facebook friends? Group identity helps consumers remember ads. ScienceDaily. Retrieved December 18, 2014 from www.sciencedaily.com/releases/2011/06/110615120252.htm
University of Chicago Press Journals. "Facebook friends? Group identity helps consumers remember ads." ScienceDaily. www.sciencedaily.com/releases/2011/06/110615120252.htm (accessed December 18, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Thursday, December 18, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Prenatal Exposure To Pollution Might Increase Autism Risk

Prenatal Exposure To Pollution Might Increase Autism Risk

Newsy (Dec. 18, 2014) Harvard researchers found children whose mothers were exposed to high pollution levels in the third trimester were twice as likely to develop autism. Video provided by Newsy
Powered by NewsLook.com
Yoga Could Be As Beneficial For The Heart As Walking, Biking

Yoga Could Be As Beneficial For The Heart As Walking, Biking

Newsy (Dec. 17, 2014) Yoga can help your weight, blood pressure, cholesterol and heart just as much as biking and walking does, a new study suggests. Video provided by Newsy
Powered by NewsLook.com
1st Responders Trained for Autism Sensitivity

1st Responders Trained for Autism Sensitivity

AP (Dec. 16, 2014) More departments are ordering their first responders to sit in on training sessions that focus on how to more effectively interact with those with autism spectrum disorder (Dec. 16) Video provided by AP
Powered by NewsLook.com
Guys Are Idiots, According To Sarcastic Study

Guys Are Idiots, According To Sarcastic Study

Newsy (Dec. 12, 2014) A study out of Britain suggest men are more idiotic than women based on the rate of accidental deaths and other factors. 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:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

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