Initial Retrieval Difficulty and Subsequent Recall in an Advertising Setting

This research examines the proposition that the difficulty encountered during initial retrievals from memory is positively associated with subsequent recall ability. This proposition is tested experimentally by examining the longitudinal effects of advertising retrieval cues on memory. Although these cues initially facilitate recall by activating ad‐based retrieval routes, they may hinder subsequent recall in two ways. First, the presence of an ad cue reduces the likelihood of activating and strengthening brand name‐based routes that may be useful at delay (a retrieval‐direction effect). Second, ad cues simplify the retrieval process and lower the amount of effort required for successful retrieval (a retrieval‐intensity effect). As a result, ad‐based retrieval routes are not strengthened as much by use as are brand name‐based routes. Together, these effects suggest that consumer memory traces are most resistant to decay if initial retrieval is successful and occurs without advertising retrieval cues. Two experiments are presented that demonstrate this retrieval difficulty effect and delineate the underlying roles of intensity and direction.