Effects of Prior Exposure to Brand Name Products on Explicit and Implicit Memory Tests
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This study was designed to explore the effects of different kinds of exposure to brand name products on explicit and implicit memory tests. At the time of exposure, participants were given brand name products exposed in a conceptual manner and data driven manner, and this was accomplished by the levels of processing (LOP) manipulation effect. Then at test, participants received a recognition memory test (conceptually driven) and a forced choice purchasing task (data driven). Following each memory test, participants were given a test awareness questionnaire that consisted of a series of questions in order to find out the level of participant’s knowledge on the purpose of the experiment (whether or not they were aware of the fact that items were presented before and repeated through a second task, when they became aware, and how often they were aware). Results showed that LOP manipulation effects were significant in the recognition test, but not significant in the forced choice purchasing task. In addition to LOP manipulation effects, correlations between recognition test awareness and memory performance were positive, while correlations between forced choice purchasing task awareness and priming performance were negative. Even with subtle exposure to brand name products, participants selected products more often when it was studied than when it was not studied. It can be concluded that the manner in which products are exposed has an effect on consumers’ purchasing behavior and, more importantly, so too does the manner in which consumers are tested for their purchasing behavior. Specifically, advertisers should not always be reliant on recognition memory tests in order to test the effectiveness of advertisement techniques on purchasing behavior.
Oh, Yoo Bin (2017). Effects of Prior Exposure to Brand Name Products on Explicit and Implicit Memory Tests. Undergraduate Research Scholars Program. Available electronically from