Remembering Words and Brands After a Perception of Discrepancy

Antonia Kronlund, Brock University, Canada
Bruce W. A. Whittlesea, Simon Fraser University, Canada
We investigated the effects on consumer memory of experiencing a perception of discrepancy during an initial encounter with a target word or target brand in an ad. Targets were presented in an exposure phase, half in a context inducing the perception of discrepancy. That experience increased the accuracy of recognition of the targets, even though the total exposure time of the target was shorter relative to equally elaborative conditions not inducing a perception of discrepancy. We concluded that a perception of discrepancy in an initial encounter with a keyword or brand in an ad is a valuable aid to memory, especially for brands.
[ to cite ]:
Antonia Kronlund and Bruce W. A. Whittlesea (2008) ,"Remembering Words and Brands After a Perception of Discrepancy", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 827-828.