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Consumer Behaviour

Measuring Memory

for marketing Stimuli[ ]

Measuring Memory For Marketing Stimuli

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Recognition versus recall

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Recognition is more likely to be an important factor in

a store, where consumer are confronted with

thousands of product options and information (i.e.

where external memory is abundantly available) and

where the task may simply be to recognize a familiar

package

Recall tends to be more important in situations where

consumers do not have product data at their

disposal, and so they must rely upon memory to

generate this information

Measuring Memory For Marketing Stimuli

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Problems with memory measures

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Response biases:

• Results obtained from a measuring instrument are

not necessarily due to what is being measured, but

rather to something else about the instrument or the

respondent

Problems with memory measures

• Response biases

• Memory lapses

• Omitting (the leaving out of facts)

• Averaging (the tendency to “normalize” things

and not report extreme cases)

• Telescoping (the inaccurate recall of time)

• Illusion of truth effect