Helping Consumers to Remember参考.ppt

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Helping Consumers to Remember参考

How Companies Can Help Consumers to Remember Use Easy-to-Remember Stimuli Concrete words (such as dog or tree) can be visualized rather easily Abstract words (such as equality) are more difficult to represent visually Concrete brand names will be more easily remembered than abstract brand names How Companies Can Help Consumers to Remember Use Easy-to-Remember Stimuli Brand name suggestiveness: the degree to which the brand name conveys a brand attribute Suggestive brand names can enhance recall of ad claims that pertain to the same attribute suggested by the brand name How Companies Can Help Consumers to Remember Use Easy-to-Remember Stimuli Distinctive stimuli are easier to remember because they stand out and are less susceptible to interference Distinctive brand names and products are more memorable How Companies Can Help Consumers to Remember Use Closure Closure refers to the tendency to develop a complete picture or perception when elements in the perceptual field are missing The drive to “fill in” the missing parts increases the amount of thinking consumers undertake during stimulus processing, thus enhancing memory The Use of Closure Can Increase Brand Memory How Companies Can Help Consumers to Remember Put Consumers in a Good Mood How Companies Can Help Consumers to Remember Put Consumers in a Good Mood Mood influences retrieval The favorableness of retrieved memories depends on whether mood is positive or negative Positive moods increase the chances of remembering favorable information Ads may use humor or music to influence mood How Companies Can Help Consumers to Remember Products That Help Consumer Remember How Companies Can Help Consumers to Remember Products That Help Consumer Remember A number of products claim their consumption will improve memory This Product Promises to Improve Consumers’ Memory How Companies Can Help Consumers to Remember Products That Help Consumer Remember A number of products claim their consumption will improve memory Produ

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