The Role of Brand Names and Visual Cues in Enhancing Memory for Consumer Packaged Goods

1573-059X

Brand names ; memory ; associative network theory

Springer Online Journal Archives 1860-2000

Economics

Abstract The research focuses on the degree of association between brand names and accompanying visuals featured on packages to improve consumer learning. It was found that when visuals are associated with the target information (such as a brand name), then memory for the brand is enhanced. It was also found that memory will be greater for brand names that are prior-associated in consumers' memory than for family and novel brand names. The findings are congruent with associative network theory that would suggest easier processing and greater memory for target elements that are prior- and/or visually linked to existing memory pathways.

Electronic Resource