Podcast
Questions and Answers
According to Braun et al., what is the primary focus of autobiographical advertising?
According to Braun et al., what is the primary focus of autobiographical advertising?
- Focusing on the 'feelings evoked' by childhood memories. (correct)
- Presenting rational product information, such as costs and features.
- Highlighting the objective benefits of the product.
- Creating entirely new memories for consumers.
How might nostalgic advertisements alter consumers' memories, according to Braun et al.?
How might nostalgic advertisements alter consumers' memories, according to Braun et al.?
- By changing what consumers actually remember as they reconstruct the memory of the event. (correct)
- By presenting completely fabricated scenarios accepted as real.
- By providing cues that trigger accurate recall of past events.
- By reinforcing only positive aspects of past experiences.
What is 'advertising inflation', as described in the context of the experiment?
What is 'advertising inflation', as described in the context of the experiment?
- The increasing cost of running advertising campaigns over time.
- The use of inflated language and claims in advertising materials.
- The tendency for consumers to exaggerate the benefits of a product.
- Consumers believing specific advertising content happened to them personally. (correct)
What research method was used in Experiment 1, according to the provided text?
What research method was used in Experiment 1, according to the provided text?
What is the main premise of the first hypothesis (1) presented for Experiment 1?
What is the main premise of the first hypothesis (1) presented for Experiment 1?
According to Loftus and Pickrell (1995), what makes memories vulnerable to alteration?
According to Loftus and Pickrell (1995), what makes memories vulnerable to alteration?
What is the purpose of 'experiential information' in advertising?
What is the purpose of 'experiential information' in advertising?
Besides 'experiential information', what other technique do advertising companies use to convey their message, according to the text?
Besides 'experiential information', what other technique do advertising companies use to convey their message, according to the text?
What is the ultimate goal of autobiographical advertising, as suggested by the text?
What is the ultimate goal of autobiographical advertising, as suggested by the text?
In the context of memory research, what does the term 'reconstructive memory' refer to?
In the context of memory research, what does the term 'reconstructive memory' refer to?
Flashcards
Autobiographical advertising
Autobiographical advertising
Advertising that manipulates consumers to focus on childhood feelings rather than product details.
How ads alter memories
How ads alter memories
Advertisements can act as cues, altering what consumers remember as they reconstruct memories.
Autobiographical adverts
Autobiographical adverts
Consumers picture themselves in the ad, thinking the event happened to them.
Altering older memories
Altering older memories
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Experiential information
Experiential information
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Dramatic narratives
Dramatic narratives
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Experiment 1 Method
Experiment 1 Method
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Autobiographical advertising (definition)
Autobiographical advertising (definition)
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Advertising Inflation
Advertising Inflation
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Study Notes
Reconstructive Memory Research
- Braun, Ellis, & Loftus conducted a study in 2002
- The study was titled "Make my memory: How advertising can change our memories of the past"
"Walt Disney World Vacation Planning VHS 25th Anniversary 1996 video" Challenge
- Search the internet for the 'Walt Disney World Vacation Planning VHS 25th Anniversary 1996 video'
- Watch the first three minutes of the video
- Consider the aim of the advertisement and why it might make people want to return to Disney World
Autobiographical Advertising Background
- Advertisers use autobiographical advertising
- This is used to manipulate consumers
- Attempts to focus consumers more on the 'feelings evoked' by childhood memories
- Rather than focusing on the 'rational product information' like details of product and costs
- Disney World in Orlando celebrated their 25th anniversary
- Disney used an advertising campaign that included vintage-style home movies of people enjoying themselves
- Nostalgic advertisements might act as a cue for consumers' memory of their personal past events
- Advertisements themselves might alter what consumers actually remember
- Consumers reconstruct their memory of the event
Autobiographical advertisement proposals
- They might encourage consumers to picture themselves in the advert scenario
- This could result in them thinking that the event actually happened to them personally
- Loftus and Pickrell (1995) suggest older memories are more vulnerable to alteration.
- By using suggestion, presenting false cues and imagination, it is possible to create false childhood memories in a significant minority of participants
Experiential Information in Advertising
- Advertising companies use 'experiential information'
- Experiential information immerses consumers in the advertisement
- Consumers learn about the advertisement by 'experiencing it'
- Another technique is using 'dramatic narratives'
- Uses a story to convey the message of the advertisement
- Both methods are thought to trigger consumers' memories
Sanctuary Spa Advertising Campaign Challenge
- The advertising campaign promoted the Sanctuary Spa™ range of products at Boots PLC
- The campaign had a pop-up spa tour of seven cities across the UK
- Consumers could have mini makeovers and collect free product samples
- The pop-up spas were placed close to the Boots PLC store
- Consumers could easily buy products
Experiment 1 - Aim
- Determine if autobiographically-focused advertising could directly affect how consumers remember a prior childhood experience
Experiment 1 - Hypotheses
- Hypothesis 1: Advertisement elements or images may appear as part of the consumer's reconstructed memory, regardless of actual events
- Hypothesis 2: Visualizing childhood memory could lead consumers to believe events in the advertisement, like shaking hands with Mickey, actually happened ('advertising inflation')
Experiment 1 - Method
- Laboratory experiment
- Independent measures design
- Participants only took part in one condition
- Quantitative and qualitative data collected using questionnaires and self-report
Autobiographical advertising defined
- Adverts intended to bring back people's memories of their past
- The aim is to influence how they feel about the product being advertised
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