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 March 26, 2015 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 March 26, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Thursday, March 26, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

AAA: Distracted Driving a Serious Teen Problem

AAA: Distracted Driving a Serious Teen Problem

AP (Mar. 25, 2015) While distracted driving is not a new problem for teens, new research from the AAA Foundation for Traffic Safety says it&apos;s much more serious than previously thought. (March 25) Video provided by AP
Powered by NewsLook.com
Smartphone Use Changing Our Brain and Thumb Interaction, Say Researchers

Smartphone Use Changing Our Brain and Thumb Interaction, Say Researchers

Reuters - Innovations Video Online (Mar. 25, 2015) European researchers say our smartphone use offers scientists an ideal testing ground for human brain plasticity. Dr Ako Ghosh&apos;s team discovered that the brains and thumbs of smartphone users interact differently from those who use old-fashioned handsets. Jim Drury went to meet him. Video provided by Reuters
Powered by NewsLook.com
Many Don't Know They Have Alzheimer's, But Their Doctors Do

Many Don't Know They Have Alzheimer's, But Their Doctors Do

Newsy (Mar. 24, 2015) According to a new study by the Alzheimer&apos;s Association, more than half of those who have the degenerative brain disease aren&apos;t told by their doctors. Video provided by Newsy
Powered by NewsLook.com
A Quick 45-Minute Nap Can Improve Your Memory

A Quick 45-Minute Nap Can Improve Your Memory

Newsy (Mar. 23, 2015) Researchers found those who napped for 45 minutes to an hour before being tested on information recalled it five times better than those who didn&apos;t. 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