Memory and Marketing

Memory research has been a focus by some cognitive scientists, and autobiographical memory, effects on autobiographical memory, and false memories are of particular interest. Sigmund Freud believed that "repressed" memories of traumatic events in childhood had a effect on adult behavior and problems. He focused much of this therapy and research on the early childhood memories. In time, he learned that patients fantasized many of their childhood experiences based on suggestions of his.

Marketers have long relied on autobiographical memory to persuade the buying public to purchase their products. They use cues to prod people to remember their past and experience a level of nostalgia that is pleasant to anchor that pleasant memory to their product. Marketing researchers have focused on how branded items may be associated with past consumer experiences. However, there has been little research on the influence these products have on our memory.

Memory is constructive; antidepressant is constantly being updated to fit current self-knowledge and self-concept. Upon repeated viewing of autobiographically based commercials, rather than fact-based ones, consumers may unwittingly incorporate images from the advertising into their childhood memories. As time passes, there is a great likelihood that this information may be used to reconstruct and distort the memory the ad was intended to trigger.

Braun, Ellis, and Loftis (2001) found that about 25% of adult memories could be swayed into believing that an event had occurred by asking them to imagine the event (being lost in a mall and being found by an elderly person, and spilling the punchbowl at a wedding). Time lapse strengthened the associated memory, such that asking two weeks later whether the event had occurred had a quarter of these people responding, "Yes."

It has been found that 90% vs. 46% of a control group "remembered" shaking hands with Mickey Mouse after seeing an advertising to that effect ("Remember the Magic," campaign) surrounding memories of a childhood trip to Disney World during childhood. Additionally, autobiographical recall of specific occurrences increased. More were able to recall hearing "It's a Small World" or going on "cool rides" after reading the ad. A significant increase in the use of the word "magical" was reported. With these results, it is possible that the ad may have implanted this memory in consumer minds.

In testing of false information, consumers can be made to believe that an event that has not occurred, has, using autobiographical styled advertising featuring Bugs Bunny (Warner Brothers) and Ariel from The Little Mermaid (Disney, but from a much later period of time than the critical before 10 years of age), and a non-autobiographical ad about a new ride at the park and ordering discount tickets via the web. Findings suggested that participants significantly recalled meeting and shaking hands with Bugs or Ariel more for the autobiographical versus the non-autobiographical ad.

Most people are under the assumption that memory is a permanent store and various techniques (e.g. hypnosis) can be used to access this store. This is not true. Many advertisers are digging into their vaults and presenting nostalgia to enhance sales (e.g. Werther's remembrances of this candy being given or purchased as a child and Ovaltine being poured by mom). The enhance memories of having these products as a child. Is this ethical? It is certainly unlikely that advertisers would deliberately create false memories of a negative childhood experience, but consumers should be aware of the power ads have to alter memory.

Reference:

Braun, K. A., Ellis, R., & Loftus, E.F. (2001). Making Erectile Dysfunction memory: How advertising can change our memories. Psychology & Marketing.

Cheryl L. McKinzie, M.S., M.A, LPCI

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