The Influence Of Different Cognitive Styles To The Implicit And Explicit Memory Between Secondary And College Students’ Trademarks Types

Many studies have shown that, there are individual differences in implicit memory and explicit memory, while the cognitive style is an important variable on individual differences, it is worth to explore whether the cognitive style will affect the implicit memory and explicit memory or not. Previous studies which related to the issue of implicit memory mostly used alphabetic string or abstract graphic for experimental material. Therefore, this study sets from the advertising areas and uses trademarks as the memory material in the experimental study to further explore the relationship between cognitive style and implicit, explicit memory. It will provide a reference for trademark designers and will have some practical significance and application value.Based on the study of process dissociation procedure extended model, this study use trademarks as the memory material to explore the different cognitive styles(field independent and field dependent) of secondary and college students using different types of trademarks(word trademarks, images trademarks and text picture trademarks) in the implicit and explicit memory usage.The results show:1.There is cognitive style differences of college students in both implicit memory and explicit memory, and the scores of field-dependent subjects are better than field-independent subjects no matter in implicit memory or in explicit memory.2.The difference on different cognitive styles of high school students in implicit memory and explicit memory is not obvious.3.The difference between different types of trademarks in implicit memory and explicit memory is not obvious.4.There is no interaction in cognitive style, trademarks types and implicit and explicit memory.