"When groups of individuals are exposed to brands in the shopping environment, their memory for other brands within the same product category is impaired," write Charles D. Lindsey and H. Shanker Krishnan (Indiana University). "The current research examines retrieval in a collaborative group setting, which is a novel context for brand memory research."
Appearing in the March issue of the Journal of Consumer Research, the study found that this effect is magnified for very familiar brands. Lindsey and Krishnan argue that this happens because individuals in the group are exposed not only to the advertisement but also to mentions of the brand by other members of the group.
"The practical implications of this research imply that a group premium (over and above the standard market share premium) seems to exist for advertising brands during programming where a higher percentage of viewers are group-based," conclude the authors.
Suzanne Wu | EurekAlert!
Amputees can learn to control a robotic arm with their minds
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The miniaturization of the current technology of storage media is hindered by fundamental limits of quantum mechanics. A new approach consists in using so-called spin-crossover molecules as the smallest possible storage unit. Similar to normal hard drives, these special molecules can save information via their magnetic state. A research team from Kiel University has now managed to successfully place a new class of spin-crossover molecules onto a surface and to improve the molecule’s storage capacity. The storage density of conventional hard drives could therefore theoretically be increased by more than one hundred fold. The study has been published in the scientific journal Nano Letters.
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