A Conceptual Approach to Alternative Memory Measures for Advertising Effectiveness

This review assimilates a large body of research in memory measures not yet introduced to advertising researchers. “Implicit” memory measures do not ask respondents to consciously retrieve information from memory. Implicit measures are presented as complementary to current measures for advertising evaluations providing additional information to analyze information processing where consumers do not use conscious memory retrieval. The “explicit versus implicit” memory framework is described along with some of the theoretical and measurement issues involved. Implicit memory measures are classified to facilitate understanding, and potential applications to advertising research are explored.