Effects of implicit memory on memory-based versus stimulus-based brand choice

Angela Y. Lee*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

100 Scopus citations

Abstract

The author introduces implicit (versus explicit) memory to examine advertising effects on brand choice. Whereas explicit memory is demonstrated by the conscious recollection of an event, implicit memory is inferred by an improvement in some task performance as the result of having experienced the event. This research shows that memory-based choice benefits from advertising that enhances conceptually driven implicit memory whereas stimulus-based choice benefits from advertising that enhances perceptually driven implicit memory. The findings provide evidence that the two types of implicit memory and explicit memory are distinct constructs of memory; the findings also suggest that implicit memory measures may be more useful indicators of advertising effectiveness than explicit memory measures.

Original languageEnglish (US)
Pages (from-to)440-454
Number of pages15
JournalJournal of Marketing Research
Volume39
Issue number4
DOIs
StatePublished - Nov 1 2002

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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