Пространственный эффект: тренировка памяти и повторная стимуляция в маркетинге (Часть 1)
Ноэль Х.

Повторение рекламы;
Мультибрендовая / мультиатрибутивная
реклама;
Вариативность кодирования;
Теория реконструкции;
Резюме и гипотезы;

Ключевые слова: вспоминание, атрибут бренда, вариативность кодирования, реконструкция, интерференция памяти, распределенная и массированная демонстрация

Аннотация

В статье рассматривается, насколько сильно влияет на вспоминание повторение ассоциации с атрибутом бренда, когда повторение происходит дважды в разные моменты времени. Результаты проведенных экспериментов показали, что вспоминание по подсказке обычно улучшается, когда повторяющиеся объекты предъявляются раздельно.

Журнал: «Реклама. Теория и практика» — №2, 2007 (© Издательский дом Гребенников)
Объем в страницах: 15
Кол-во знаков: около 33,058

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Ноэль Хайден

Сотрудник Колледжа Барух Университета Нью-Йорка (США).

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