The Role of Brand Names and Visual Cues in Enhancing Memory for Consumer Packaged Goods
作者： J. Colleen Mccracken , M. Carole Macklin
关键词: Sensory cue 、 Psychology 、 Consumer learning 、 Associative network 、 Degree of association 、 Brand names 、 Advertising
摘要: The research focuses on the degree of association between brand names and accompanying visuals featured packages to improve consumer learning. It was found that when are associated with target information (such as a name), then memory for is enhanced. also will be greater prior-associated in consumers' than family novel names. findings congruent associative network theory would suggest easier processing elements prior- and/or visually linked existing pathways.
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