Eat at Joes. Eat at Joes. Eat at Joes. Eat at Joes. Eat at Joes. Eat at Joes. So, where are you going to eat tonight?! Repetition is a hallmark of advertising, but the advertisements to which consumers are exposed are not simply repeated without a plan. Instead, the idea of "spacing" or how often to repeat an advertisement is considered when trying to elicit a consumer response. Research in the September 2005 Journal of Consumer Research finds that such repetition must come with variation to be effective.
"The most straightforward interpretation of these findings is that variation does help later recall, but that variation can be counterproductive under conditions where such an ad variation fails to cue the retrieval of an earlier ad," found Sara Appleton-Knapp (San Diego State University) and colleagues. "Recall of print material benefits from spacing repetitions of that material, an effect often attributed to varied encodings induced by changes in contextual cues. We examined an alternative explanation: retrieving earlier presentations during later presentations strengthens memory traces, the more so the greater the difficulty of such retrieval."
When it comes to recollection, the human brain employs a complicated set of responses: "The dynamics of human memory are complex, multifaceted, and quite unlike the dynamics of man-made memory devices, such as a videotape recorder or a computers hard drive. They are only now becoming understood. Research on metacognitive processes has demonstrated that the mental model humans have of how their own memories work is often over-simplified and sometimes altogether incorrect," explain the researchers. "To optimize the effectiveness of advertising, therefore, may require overcoming, not drawing on, our common sense and intuition."
Carrie Olivia Adams | EurekAlert!
Between filter bubbles, uneven visibility and transnationality
06.12.2017 | Schweizerischer Nationalfonds SNF
New Technologies for A/V Analysis and Search
13.04.2017 | Fraunhofer-Institut für Digitale Medientechnologie IDMT
What enables electrons to be transferred swiftly, for example during photosynthesis? An interdisciplinary team of researchers has worked out the details of how...
For the first time, scientists have precisely measured the effective electrical charge of a single molecule in solution. This fundamental insight of an SNSF Professor could also pave the way for future medical diagnostics.
Electrical charge is one of the key properties that allows molecules to interact. Life itself depends on this phenomenon: many biological processes involve...
At the JEC World Composite Show in Paris in March 2018, the Fraunhofer Institute for Laser Technology ILT will be focusing on the latest trends and innovations in laser machining of composites. Among other things, researchers at the booth shared with the Aachen Center for Integrative Lightweight Production (AZL) will demonstrate how lasers can be used for joining, structuring, cutting and drilling composite materials.
No other industry has attracted as much public attention to composite materials as the automotive industry, which along with the aerospace industry is a driver...
Scientists at Tokyo Institute of Technology (Tokyo Tech) and Tohoku University have developed high-quality GFO epitaxial films and systematically investigated their ferroelectric and ferromagnetic properties. They also demonstrated the room-temperature magnetocapacitance effects of these GFO thin films.
Multiferroic materials show magnetically driven ferroelectricity. They are attracting increasing attention because of their fascinating properties such as...
The oceans are the largest global heat reservoir. As a result of man-made global warming, the temperature in the global climate system increases; around 90% of...
08.01.2018 | Event News
11.12.2017 | Event News
08.12.2017 | Event News
17.01.2018 | Ecology, The Environment and Conservation
17.01.2018 | Physics and Astronomy
17.01.2018 | Awards Funding