Will they remember it?
Memorability is a key variable in the causal chain from advertising and brand messaging to product selection and buying . However, there is much more to memorability than just explicit recall of an ad, product, or brand. Like other cognitive processes, memory works at both conscious and pre-conscious levels. Paradoxically, implicit memories - that is, memories that we are not consciously aware of - may play a more important role in influencing later preferences, decisions, and behavior that explicit memories.
Problems with traditional approaches
Traditional memory tests focus exclusively on explicit recall and recognition, usually conducted in highly artificial contexts. These tests rely on verbal self reports, and do not replicate how memory operates in real-world buying situations. They are unable to identify when, where, and how a message becomes memorable, nor do they capture the extent or depth to which memory processing occurs.
Actionable results with Lucid Neurometrics
Lucid Neurometrics can measure the strength of memory formation while it is occurring. Different ad treatments, for example, can be compared in terms of their ability to activate recall and/or recognition processes.
Innovative experimental designs can be used to calibrate the relationships between memory, attention, and emotion, providing an explanation of why a given treatment may or may not be activating memory as expected, and suggesting possible adjustments for improved memorability and performance.
Unlike traditional memory measures, neurometrics can measure the impacts of implicit memories on later preferences, decisions, and buying behavior. This can be particularly valuable for comparing the power of brands as memory enhancers in buying situations.
|
