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The influence of affective statements on performance on implicit and explicit memory tasks
Author(s) -
Butler Laurie T.,
Berry Dianne C.
Publication year - 2002
Publication title -
applied cognitive psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.719
H-Index - 100
eISSN - 1099-0720
pISSN - 0888-4080
DOI - 10.1002/acp.841
Subject(s) - implicit memory , psychology , valence (chemistry) , judgement , cognitive psychology , statement (logic) , priming (agriculture) , explicit memory , task (project management) , implicit attitude , two alternative forced choice , social psychology , cognition , episodic memory , neuroscience , linguistics , philosophy , physics , germination , botany , management , quantum mechanics , political science , law , economics , biology
Consumers are often exposed to brand names presented concurrently with information such as brand claims and warnings, prior to making product choices. As implicit memory has been implicated in the consumer choice process, two experiments were conducted to assess the influence of additional information, namely simple positive and negative statements, on implicit and explicit memory tasks. In Experiment 1, the mere presence of additional statements at study significantly reduced performance on a two‐alternatives forced recognition task. However, the same manipulation had no effect on implicit preference judgement task performance. The valence of the accompanying information had no effect on either task. In Experiment 2, using modified implicit and explicit choice tasks, performance on the former was unaffected by statement valence, whereas the latter task was. Hence, positive priming was obtained for brand names previously shown with negative information. The results of the experiments are discussed in relation to both implicit memory and consumer choice. Copyright © 2002 John Wiley & Sons, Ltd.