open access
메뉴.png){kind=logo}
open access
메뉴
ISSN : 1229-8778
This study examined the effect of non-conscious advertising processing with attention related to current situation which faces with increasing advertising clutter and consumers' ignorance to ads. We measured the attention with the eye-tracker apparatus and adapted ART (attentional resource tracking) method, which was developed by Shapiro et al. (1997), which can divert consumers’ attention from ads, as well as manipulated presentation speed and position of ads. Four ads were produced for this study and each ad contains product feature, brand name, and category name. The dependent variables of this study are various memory types such as conceptual priming (stem completion test), perceptual priming (word fragment) and explicit memory (recognition). The results reveal that due to non-conscious stimulus processing, there is no difference in recognition on non-attentional ads; however conceptual priming, implicit memory, had different effect related to presentation speed. Related to presentation position, because of stimulus feature, there is difference in only perceptual priming. Through acquisition of validity in using ART method by tracking visual attention, the result implies that implicit memory was constructed although ad processes non- consciously.
김재휘, 안정태 (2004). TV 드라마에서의 제품 배치(PPL)의 광고효과 측정: 암묵적 기억 측정을 통한 접근. 광고연구, 64, 61-83.
김지호, 송미란, 김재휘 (2006). 암묵적 기억 측정법을 사용한 비의식 광고의 효과 연구. 한국심리학회: 소비자․광고, 학술대회, 107-119.
박태진 (2003). 인간 기억의 암묵적 인출과 외현적 인출의 신경심리학. 한국심리학회: 실험 및 인지, 14(4), 267-290.
유창조 (1997). 상표이름에 대한 기억성과의 분석: 학습방법과 측정방법에 따른 차이 검증. 광고학연구, 8(1), 9-29.
이학식, 백형조 (2004). 광고메시지의 정보제시방법의 차이에 따른 암묵적 및 명시적 기억성과. 마케팅연구, 19(4), 97-127.
Allen, M. (1983). Models of Hemispheric Specialization. Psychological Bulletin, 93(Jan), 72-104.
Blaxton Teresa A. (1989). Investigating Dissociations Among Memory Measures: Support for a Transfer Appropriate Processing Framework. Journal of Experimental Psychology: Learning, Memory, & Cognition, 15, 657-668.
Britt Steuart Henderson, Adams Stephen C., & Miller Allan S.(1972). How Many Advertising Exposures Per Day? Journal of Advertising Research, 12(6), 3-9.
Cacioppo John T. & Petty Richard E. (1985). Physiological Responses and Advertising Effects: Is the Cup Half Full or Half Empty? Psychology & Marketing, 2(2), 115-126.
Chad J. Marsolek & Daniel L. Schacter (1996) Form-specific visual priming for new associations in the right cerebral hemisphere. Memory & Cognition, 24(5), 539-557.
Chung S. W., & Szymanski K. (1997). Effects of Brand Name Exposure on Brand Choices: An Implicit Perspective. Advances in Consumer Research, 24, 288-295.
Coates L. Sarah, Butler T. Laurie, & Berry C. Dianne (2004). Implicit Memory: A Prime Example for Brand Consideration and Choice. Applied Cognitive Psychology, 18, 1195- 1211.
D. A. Levy, C. E. L. Stark, & L. R. Squire. (2004). Intact Conceptual Priming in the Absence of Declarative Memory. Psychological Science, 15(10), 680-686.
Deborah J. Maclnnis, Christine Moorman, & Bernard J. Jaworski(1991). Enhancing and Measuring Consumers' Motivation, Opportunity, and Ability to Process Brand Information from Ads. Journal of Marketing, 55(4), 32- 54.
Ellis, A. W. and Miller, D. (1981). Hemispheres as Independent Resource Systems; Limited- Capacity Processing and Cerebral Specailization. Journal of Experimental Psychology: Human Perception and Performance. 7(Oct), 1031-1058.
Gardiner J. M., & Parkin A. J. (1990). Attention and Recollective Experience in Recognition Memory. Memory & Cognition, 18, 579-583.
Goldstein, E. B(1999). 감각과 지각(정찬섭외 공역). 서울: 시그마프레스.
H. Shanker Krishnan & Charles V. Trappey. (1999). Unconscious Memory Processes in Marketing: A Historical Perspective and Future Directions. Psychology and Marketing, 16(6), 451-457.
Ha Louisa, & Litman Barry R. (1997). Does the advertising clutter have diminishing and negative returns? Journal of Advertising, 26 (1), 31-43.
Heath Robert & Nairn Agnes. (2005). Measuring Affective Advertising: Implications of Low Attention Processing on Recall. Journal of Advertising Research, 45(2), 269-281.
Herr Paul M. (1989). Priming Price: Prior Knowledge and Context Effects. Journal of Consumer Research, 16(1), 67-76.
Hogarth, Robin M. (2001). Educating Intuition, The University of Chicago.
Holender D. (1986). Semantic Activation Without Conscious Identification in Dichotic Listening, Parafoveal Vision and Visual Masking: A Survey and Appraisal. Behavioral and Brain Sciences, 9, 1-23.
Jacoby L. L., & Mark Dallas (1981). On the Relationship Between Autobiographical Memory and Perceptual Learning. Journal of Experimental Psychology: General, 110(Sep), 306-340.
Jacoby L. L., J. P. Toth, & A. P. Yonelinas (1993). Separating Conscious and Unconscious Influences of Memory: Measuring Recollection. Journal of Experimental Psychology, 122(2), 139-154.
Janiszewski Chris (1988). Preconscious Processing Effects: The Independence of Attitude Formation and Conscious Thought. Journal of Consumer Research, 15(2), 199-210.
Janiszewski Chris (1990a). The Influence of Print Advertisement Organization on Affect Toward a Brand Name. Journal of Consumer Research, 17(1), 53-66.
Janiszewski Chris (1990b). The influence of nonattended material on the processing of Advertising Claims. Journal of Marketing Research, 27(3), 263-279.
Janiszewski Chris (1993). Preattentive mere exposure effects. Journal of Consumer Research, 20(3), 376-393.
Janiszewski Chris (1998). The influence of display characteristics on visual exploratory search behavior. Journal of Consumer Research, 25(3), 290-302.
Kalawsky, R. S. (1993). The science of virtual reality and virtual enviroments. Reading, MA: Addison-Wesley.
Kane J. Michael, Poole J. Bradley, Engle W. Randall, & Tuholski W. Stephen (2006). Working Memory Capacity and the Top- Down Control of Visual Search: Exploring the Boundaries of Executive Attention. Journal of Experimental Psychology/ Learning, Memory & Cognition, 32(4), 749-777.
Karl Haberlandt (1997). Cognitive Psychology. Boston: Allyn & Bacon.
Karen Finlay, Harvey H. C. Marmurek, & Rachel Morton. (2005). Priming Effects in Explicit and Implicit Memory for Textual Advertisements. Applied Psychology, 54(4), 442-455.
Krishnan H. Shanker & Chakravarti Dipankar (1999). Memory Measures for Pretesting Advertisements: An Integrative Conceptual Framework and a Diagnostic Template. Journal of Consumer Psychology, 8(1), 1-37.
Krishnan H. Shanker & Trappey Charles V. (1999). Nonconscious Memory Processes in Marketing: A Historical Perspective and Future Directions. Psychology & Marketing, 16(6), 451-457.
Krugman Herbert E. (1977). Memory Without Recall, Exposure Without Perception. Journal of Advertising Research, 17(4), 7-12.
Lee, Angela Y.(2002). Effects of Implicit Memory on Memory-Based Versus Stimulus-Based Brand Choice. Journal of Marketing Research, 39(4), 440-454.
Liu, T., Pestilli, F., & Carrasco, M. (2005). Transient attention enhances perceptual performance and fMRI response in human visual cortex. Neuron, 45, 469-477.
Lodish Leonard M., Abraham Magid M., Livelsberger Jeanne, Lubetkin Beth, Richardson Bruce, & Stevens Mary Ellen (1995). A Summary of Fifty-five In-Market Experimental of the Long-Term Effect of TV Advertising. Marketing Science, 14(3), 133-141.
McDermott K. B., & H. L. Roediger Ⅲ (1996). Exact and Conceptual Repetition Dissociate Conceptual Memory Test: Problems for Transfer Appropriate Processing Theory. Canadian Journal of Experimental Psychology, 50, 57-71.
Mitchell Andrew A., Gardner Meryl Paula, & Russo J. Edward (1985). Low involvement strategies for processing advertisements. Journal of Advertising, 14(2), 4-56.
Monroe Kent B., & Lee Angela V. (1999). Remembering Versus Knowing: Issues in Buyers' Processing of Price Information. Journal of the Academy of Marketing Science, 27(2), 207-225,
Morton Rachel, Finlay Karen, & Marmurek Harvey H. C. (2005). Priming Effects in Explicit and Implicit Memory for Textual Advertisements. Applied Psychology: An International Review, 54(4), 442-455.
Parkin A. J., & R. Russo (1990). Implicit and Explicit Memory and the Automatic Effortful Distinction. European Journal of Cognitive Psychology, 2, 71-80.
Rayner Keith (1998). Eye Movement in Reading and Information Processing: 20 Years of Research. Psychological Bulletin, 124(3), 372- 422.
Reynolds, J.H., Pasternak, T., & Desimone, R. (2000). Attention increases sensitivity of V4 neurons. Neuron, 26, 703-714.
Richardson-Klavehn Alan & Bjork Robert A. (1988). Measures of Memory. Annual Review of Psychology, 39, 475-544.
Rizzolatti, G., Lucia, R., & Boris, S. (1994). Space and selective attention. In C. Umilta & M. Moscovitch (Eds). Attention and performance 15: Conscious & nonconscious information processing. Attention and performance series, (pp. 232-265). Cambridge, MA: The MIT Press.
Roediger Henry L., & Kathleen B. McDermott (1992). Implicit Memory in Normal Human Subjects. in Handbook of Neuropsychology, Vol. 8, F. Boller & J. Grafman, ed. Amasterdam, The Netherlands: Elsevier, 63-131.
Rossiter, J., & Percy, L. (1997). Advertising communication and promotion management, second Edition, New York: McGraw-Hill.
Schacter D. L., & Buckner R. L. (1998). On the Relations among Priming, Conscious Recollection, and Intentional Retrieval: Evidence from neuroimaging research. Neurobiology of Learning & Memory, 70, 284-303.
Shapiro Stewart, & Deborah J. MacInnis (1992). Mapping the relationship between preattentive processing and attitudes. Advances in Consumer Research, 19(1), 505-604.
Shapiro Stewart, Deborah J. MacInnis, & Heckler E. Susan. (1997). The Effects of Incidental Ad Exposure on the Formation of Consideration Sets. Journal of Consumer Research, 24(1), 94-104.
Shapiro Stewart, Deborah J. MacInnis, Heckler E. Susan, & Ann M. Perez (1999). An Experimental Method for Studying Unconscious Perception in a Marketing Context. Psychology and Marketing, 16(6), 459-477.
Solso, R. L. (2000). Cognition & the visual Art. Mit Press.
Srinivas Kavitha & Henry L. Roediger Ⅲ (1990). Classifying Implicit Memory Test: Category Association and Anagram Solution. Journal of Memory and Language, 29, 389-412.
Sutherland Max, & Friedman Larry (2000). Do You Model Ad Awareness or Advertising Awareness? Journal of Advertising Research, 40(5), 32-36.
Tulving Endel & Daniel L. Schacter (1990). Priming and Human memory Systems. Science(Jan), 247, 301-306.
Vaidya Chandan J. & Keane Margaret M. (1997). Evidence for multiple mechanisms of conceptual priming on implicit memory tests. Journal of Experimental Psychology/ Learning, Memory & Cognition, 23(6), 1324-1344.
Webb Peter H. & Ray Michael L. (1979). Effects of TV Clutter. Journal of Advertising Research, 19(3), 7-12.
Weldon Mary Susan & Coyote Kathrin C. (1996). Failure to find the picture superiority effect in implicit. Journal of Experimental Psychology/ Learning, Memory & Cognition, 22(3), 670- 687.