You can increase consumer preferences by manipulating memory researchers at John Wiley & Sons, Inc. say. Need preference over the competition? They’ve just come up with techniques to manipulate memory, according to today’s Applied Cognitive Psychology, and it makes a difference in what brand you will buy.
Researcher Antonia Kronlund, from the University of Chicago Graduate School of Business, based her findings on participants' responses to two experiments… one where participants solved an anagram before seeing a target brand, and typically claimed to have seen the brand earlier … and one where participants solved an anagram before seeing any target brand. People here tended to claim knowledge of the brand in high school, and to prefer it over other brands.
The study noted that “In the US, impulse buying reportedly generates over $4 billion annually.”
Researchers were interested to examine underlying brand recognition and preferences, which challenge consumers, trigger responses that makes the target brand seem familiar and show higher preference towards one brand over its competition.
How do you see this research being used by marketers and design experts? Do you have any concerns?
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