Unconscious processing of Web advertising: Effects on implicit memory, attitude toward the brand, and consideration set

2008 ◽  
Vol 22 (2) ◽  
pp. 2-18 ◽  
Author(s):  
Chan Yun Yoo
Keyword(s):  
Implicit Memory ◽  
Consideration Set ◽  
Unconscious Processing ◽  
Web Advertising ◽  
Advertising Effects

CAUSAL MODELING OF WEB-ADVERTISING EFFECTS BY IMPROVING SEM BASED ON DEMATEL TECHNIQUE

2010 ◽  
Vol 09 (05) ◽  
pp. 799-829 ◽  
Author(s):  
PAO-LIEN WEI ◽  
JEN-HUNG HUANG ◽  
GWO-HSHIUNG TZENG ◽  
SHWU-ING WU
Keyword(s):  
Structural Equation ◽  
Causal Model ◽  
Causal Modeling ◽  
Equation Modeling ◽  
Modified Model ◽  
Web Advertising ◽  
Advertising Effects ◽  
Analytical Result ◽  
The One ◽  
Better Than

Causal analysis greatly affects the efficiency of decision-making. Scholars usually adopt structural equation modeling (SEM) to establish a causal model recently. However, statistical data allow researchers to modify the model frequently to arrive at good model fitness, and SEM is often misapplied when the data are merely fitted to an SEM and the theory is then extended from the analytical result based on presumed hypotheses. This paper proposed SEM modified by DEMATEL technique, taking causal model of Web-advertising effects for example. Having revealed that the new model is the one that conforms to actual data and is better than initial model, the results confirm that the DEMATEL technique can be an efficient, complementary, and confident approach for reprioritization of the amended modes in a SEM model. In addition, the most important factor affecting the Web-advertising effects may be found via the modified model, which benefits the manager for making strategic marketing plans.

Effects of Implicit Memory on Memory-Based versus Stimulus-Based Brand Choice

2002 ◽  
Vol 39 (4) ◽  
pp. 440-454 ◽  
Author(s):  
Angela Y. Lee
Keyword(s):  
Implicit Memory ◽  
Task Performance ◽  
Explicit Memory ◽  
Brand Choice ◽  
Advertising Effectiveness ◽  
Advertising Effects ◽  
Conscious Recollection ◽  
Versus Stimulus

The author introduces implicit (versus explicit) memory to examine advertising effects on brand choice. Whereas explicit memory is demonstrated by the conscious recollection of an event, implicit memory is inferred by an improvement in some task performance as the result of having experienced the event. This research shows that memory-based choice benefits from advertising that enhances conceptually driven implicit memory whereas stimulus-based choice benefits from advertising that enhances perceptually driven implicit memory. The findings provide evidence that the two types of implicit memory and explicit memory are distinct constructs of memory; the findings also suggest that implicit memory measures may be more useful indicators of advertising effectiveness than explicit memory measures.

scholarly journals Effects of Unconscious Processing on Implicit Memory for Fearful Faces

PLoS ONE ◽  
2011 ◽  
Vol 6 (2) ◽  
pp. e14641 ◽  
Author(s):  
Jiongjiong Yang ◽  
Xiaohong Xu ◽  
Xiaoya Du ◽  
Cuntong Shi ◽  
Fang Fang
Keyword(s):  
Implicit Memory ◽  
Unconscious Processing ◽  
Fearful Faces

“The Unconscious” in Current Psychology

2010 ◽  
Vol 15 (3) ◽  
pp. 193-201 ◽  
Author(s):  
Elisabeth Norman
Keyword(s):  
Cognitive Psychology ◽  
Verbal Report ◽  
Psychological Research ◽  
Operational Definition ◽  
The Unconscious ◽  
Apparent Lack ◽  
Unconscious Processing ◽  
Unconscious Processes ◽  
Intermediate States ◽  
Definition Of

A series of vignette examples taken from psychological research on motivation, emotion, decision making, and attitudes illustrates how the influence of unconscious processes is often measured in a range of different behaviors. However, the selected studies share an apparent lack of explicit operational definition of what is meant by consciousness, and there seems to be substantial disagreement about the properties of conscious versus unconscious processing: Consciousness is sometimes equated with attention, sometimes with verbal report ability, and sometimes operationalized in terms of behavioral dissociations between different performance measures. Moreover, the examples all seem to share a dichotomous view of conscious and unconscious processes as being qualitatively different. It is suggested that cognitive research on consciousness can help resolve the apparent disagreement about how to define and measure unconscious processing, as is illustrated by a selection of operational definitions and empirical findings from modern cognitive psychology. These empirical findings also point to the existence of intermediate states of conscious awareness, not easily classifiable as either purely conscious or purely unconscious. Recent hypotheses from cognitive psychology, supplemented with models from social, developmental, and clinical psychology, are then presented all of which are compatible with the view of consciousness as a graded rather than an all-or-none phenomenon. Such a view of consciousness would open up for explorations of intermediate states of awareness in addition to more purely conscious or purely unconscious states and thereby increase our understanding of the seemingly “unconscious” aspects of mental life.

Implicit memory seems to age well

1990 ◽  
Author(s):  
Tina Adler ◽  
Keyword(s):  
Implicit Memory

Unconscious Processing of Faces

2001 ◽  
Author(s):  
Shane Pitts ◽  
Mark R. Klinger
Keyword(s):  
Unconscious Processing

A Novel Model for Separate Estimates for Explicit and Implicit Memory

2012 ◽  
Author(s):  
Richard A. Chechile ◽  
Lara N. Sloboda ◽  
Erin L. Warren ◽  
Daniel H. Barch ◽  
Jessica R. Chamberland
Keyword(s):  
Implicit Memory ◽  
Novel Model
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