کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
882490 911942 2009 14 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Understanding the influence of literacy on consumer memory: The role of pictorial elements
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Understanding the influence of literacy on consumer memory: The role of pictorial elements
چکیده انگلیسی

This research examines the relationship between literacy and consumer memory. The effects of a variety of stimuli at exposure (i.e., brand names, brand signatures, and products in usage) on memory (i.e., recognition, stem-completion tasks) were examined for a range of literacy. In a series of experiments, we find that the use of pictorial representations of brands (i.e., brand signatures) results in superior brand memory for individuals with lower literacy levels when compared to those at higher literacy levels. This effect is shown to occur not due to pictorial elements per se, but due to pictorial elements with a 1-to-1 correspondence with reality, i.e., which match the form in which they were originally encoded in memory. Moreover, this effect does not persist with stimulus-rich pictures of brands in usage, pointing to boundary conditions with the use of pictorial information.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Consumer Psychology - Volume 19, Issue 3, July 2009, Pages 389–402
نویسندگان
, , , ,