Skip to main content
Top
Gepubliceerd in:

21-08-2021 | Original Article

Quantifying the roles of conscious and unconscious processing in insight-related memory effectiveness within standard and creative advertising

Auteurs: Wangbing Shen, Haiping Bai, Yuan Yuan, Linden J. Ball, Fang Lu

Gepubliceerd in: Psychological Research | Uitgave 5/2022

Log in om toegang te krijgen
share
DELEN

Deel dit onderdeel of sectie (kopieer de link)

  • Optie A:
    Klik op de rechtermuisknop op de link en selecteer de optie “linkadres kopiëren”
  • Optie B:
    Deel de link per e-mail

Abstract

To maximize marketing effectiveness, many conscious and unconscious elements are simultaneously employed within campaign advertising. However, little is known about the individual contributions that conscious and unconscious processes make to the cognitive effectiveness of creative advertisements, some of which may also induce insight experiences. To quantify the roles of conscious and unconscious processes in memory effectiveness within commercial advertising, a dual-process, signal-detection technique was adopted to separate the contributions of conscious recollection and unconscious discrimination induced by 80 printed advertisements, among which half were considered standard and the other half creative. A total of 51 participants completed immediate (5 min later) and delayed (3 days later) memory recognition tests. In contrast to standard advertising, creative advertising was found to enhance recognition and to demonstrate advantages in both conscious and unconscious memory, which decreased across the test-time intervals. Further analyses showed that a moment of insight induced by an advertisement, regardless of whether it is standard or creative, can consolidate unconscious memory, whereas advertisements that do not induce insight improve conscious memory. The implications of these findings are discussed.
Literatuur
go back to reference Kover, A. J., Goldberg, S. M., & James, W. L. (1995). Creativity vs. effectiveness? An integrative classification for advertising. Journal of Advertising Research, 35, 29–38. Kover, A. J., Goldberg, S. M., & James, W. L. (1995). Creativity vs. effectiveness? An integrative classification for advertising. Journal of Advertising Research, 35, 29–38.
go back to reference Ohlsson, S. (2011). Deep learning: How the mind overrides experience. Cambridge University Press.CrossRef Ohlsson, S. (2011). Deep learning: How the mind overrides experience. Cambridge University Press.CrossRef
go back to reference Shavitt, S., Lowrey, P., & Haefner, J. (1998). Public attitudes toward advertising: More favorable than you might think. Journal of Advertising Research, 38(4), 7–22. Shavitt, S., Lowrey, P., & Haefner, J. (1998). Public attitudes toward advertising: More favorable than you might think. Journal of Advertising Research, 38(4), 7–22.
go back to reference Wei, W. (2017). Development status and path research of Chinese implantable advertisement. In: Advances in Computer Science Research. Proceedings of the 2017 seventh international conference on social network, communication and education (SNCE 2017) (vol. 82). Atlantis Press. https://doi.org/10.2991/snce-17.2017.89. Wei, W. (2017). Development status and path research of Chinese implantable advertisement. In: Advances in Computer Science Research. Proceedings of the 2017 seventh international conference on social network, communication and education (SNCE 2017) (vol. 82). Atlantis Press. https://​doi.​org/​10.​2991/​snce-17.​2017.​89.
Metagegevens
Titel
Quantifying the roles of conscious and unconscious processing in insight-related memory effectiveness within standard and creative advertising
Auteurs
Wangbing Shen
Haiping Bai
Yuan Yuan
Linden J. Ball
Fang Lu
Publicatiedatum
21-08-2021
Uitgeverij
Springer Berlin Heidelberg
Gepubliceerd in
Psychological Research / Uitgave 5/2022
Print ISSN: 0340-0727
Elektronisch ISSN: 1430-2772
DOI
https://doi.org/10.1007/s00426-021-01572-9

Andere artikelen Uitgave 5/2022

Psychological Research 5/2022 Naar de uitgave