Detail Initial Retrieval Difficulty and Subsequent Recall in An Advertising Setting   Oleh:  Keller, Kevin Lane ; Forehand, Mark R. Jenis: Article from Bulletin/Magazine Dalam koleksi: JOURNAL OF CONSUMER PSYCHOLOGY vol. 5 no. 4 (1996), page 299-324. Topik: ADVERTISING; initial retrieval difficulty; subsequent recall; advertising setting Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ42.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel This research examines the proposition that the difficulty encountered during intial retrievals from memory is positively associated with subsequent recall ability. This proposition is tested experimentally by examining the longitudinal effects of advertising ertrieval cues on memory. Although these cues initially facilitate recall by activating ad - based retrieval routes, they may hinder subsequent recall in two ways. Firs, the presence of an ad cue reduces the likelihood of activating and strengthening brand name based routes that may be useful at delay (a retrieval direction effect). Second, ad cues simplify the retrieval process and lower the amount of effort required for successful retrieval (a retrieval intensity effect). As a result, ad based retrieval routes are not strengthened as much by use as are brand name based routes. Together, those effects suggest that consumer memory traces are most resistnat to decay if initial retrieval is successful and occurs without advertising retrieval cues. Two experiments are presented that demonstrate this retrieval difficulty effect and delineate the underlying rule roles of intensity and direction. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

Copyright © 2006, 2007 Unika Atma Jaya, all rights reserved