A Experimental Study On Memory Illusion In Marketing

This thesis can be divided into three parts. The first part which includes Chapter 1 to Chapter 3 mainly focuses on memory illusion by listing unconscious phenomena and memory illusion in daily consumption. Reviewing recent years research in implicit, the most active research in unconscious study, the thesis analysis the enlightening effect of cognitive psychology to implicit research, hi order to have a deep analysis of memory illusion phenomenon in consumption activity, the thesis also reviewed the theory of relevant advertisement and brand as the theoretical basis of research in experiment.The second part of thesis focus on experiment research with Chapter 4 as its core. The three experiments in Chapter 4, although limited in number, all include several well-organized small experiments and can reach following conclusions. First, memory illusion is related to the age of consumers and there is highest mistake rate in the old group and lowest mistake rate in the young group. Second, the type of memory illusion is related to age, with the highest mistake rate of English and color appeared in the old group and the highest rate of English and Chinese character mistake appeared in the child group. Children bear highest mistake rate in English and Chinese character part, but are sensitive to shape and color. The young group is almost equal in all parts and has the lowest mistake rate. Third, the causing of memory illusion is related to the consumer's consumption practice, the familiar brands cause low mistake rate whereas unfamiliar brands cause high mistake rate.Some findings were made in the process when we use the method of task dissociation to research the priming effect of familiar brands and unfamiliar brands. After analyzing data in experiment of familiar brands to university students, we found that explicit score is obviously higher than implicit score and they have great difference. This experiment is not carried out in the old group and child group in a hurry and in order to make the experiment results moreinstructive to the reality, the method of two-time comparisons was used by carrying the experiment among university students and the result shows following: Four, great difference exist between pre-study and post-study groups and also the group with mark and the group without mark. Five, in the process of using the method of two-time comparisons, it is found that if the subjects pre-study and post-study remain the same, there would be "study effect". Six, afterwards we use unfamiliar brands as material and use method of two-time comparisons in the old group, the young group and the child group by dividing subjects into two groups randomly, that is divide them into pre-study (A) group and post-study (B) group. The result shows that there is priming effect in unfamiliar brand and the explicit of different age group consumers have difference, but implicit is the same. From the experiment research, the author of the thesis holds the opinion that in the research of priming effect of brands, taking familiar brands as experiment material has great drawback that familiar brands include the study and conscience elements which would make it difficult to say whether it is implicit or explicit in the process of experiment result analysis.Seven, the result of experiment in relatedness effect of brands shows that in consumption activity the relatedness effect exists among different brands but has no relationship with age.The author expressed her own opinion in the past experiment design in the second part of the thesis, such as how to define of familiar and unfamiliar brands and whether it is proper to use familiar brand to research priming effect.The third part, general discussion and conclusion, which includes Chapter 5 and Chapter 6 is a discussion from a overview opinion about the age characteristics in brand memory illusion in consumption activities. Analysis in the thesis is combined with the practical consumption activities and the thesis puts forward the practical meaning of this experiment re...