Related Experiment Video
Updated: Jul 10, 2026
07:59
Using Practice Testing, Public Speaking, and Source Monitoring to Examine the Influences of Learning Strategies and Stress on Episodic Memory
Published on: June 14, 2019
Effects of retrieval practice on consumer memory for brand attributes
1Manchester Metropolitan University, School of Psychology & Social Change, Hathersage Road, Manchester, M13 OJA, United Kingdom. a.parker@mmu.ac.uk
Psychological Reports
|October 26, 2007
Summary
Retrieval practice can hinder memory for brand details. Recalling some brand information 6 times inhibited recall of unpracticed details, a novel finding in consumer memory research.
Area of Science:
- Cognitive Psychology
- Consumer Behavior
- Marketing Science
Background:
- Retrieval practice is known to enhance memory.
- However, its effects on memory for complex information, like brand attributes, are less understood.
- Potential for retrieval-induced forgetting in consumer memory contexts.
Purpose of the Study:
- To investigate the impact of retrieval practice on memory for brand attributes.
- To determine if repeated retrieval of specific brand information affects recall of non-retrieved attributes.
- To explore inhibitory effects within the retrieval practice paradigm in a consumer context.
Main Methods:
- Participants viewed advertisements for fictional products.
- They then practiced recalling subsets of brand attributes.
- Retrieval practice was administered either 3 or 6 times.
Main Results:
- Retrieval practice inhibited recall of non-practiced brand attributes.
- This inhibitory effect was significant only when retrieval practice occurred 6 times.
- Demonstrated retrieval-induced forgetting in consumer memory.
Conclusions:
- Repeated retrieval practice can lead to forgetting of unpracticed information.
- The frequency of retrieval practice is a critical factor in observing inhibitory effects.
- This study introduces the retrieval practice paradigm as a tool to understand consumer memory dynamics.
More Related Videos
Related Concept Videos
01:12Retrieval
Retrieval is the process of getting information out of memory storage and back into conscious awareness. This ability is essential for daily tasks like brushing hair and teeth, driving to work, and performing job duties. Retrieval occurs in three ways: recall, recognition, and relearning.
Recall involves accessing information without cues, such as during an essay test, where individuals must retrieve facts and concepts from memory unaided. Another example is remembering the name of a colleague...
Recall involves accessing information without cues, such as during an essay test, where individuals must retrieve facts and concepts from memory unaided. Another example is remembering the name of a colleague...
01:22Chunking and Rehearsal in Sensory Memory
Improving short-term memory can be achieved through techniques like chunking and rehearsal. Chunking involves organizing information into larger, more manageable units. This technique is particularly useful for information that exceeds the typical memory span of between five and nine items. For instance, logging into an online account with a password like "ta89vq0179gz" involves grouping letters and numbers into three chunks—ta89, vq01, and 79gz. It makes large amounts of information more...
01:03Serial Position Effect
The serial position effect is a cognitive phenomenon where individuals are more likely to recall the first and last items in a list compared to those in the middle. This effect is divided into the primacy effect and the recency effect. The primacy effect is observed when the initial items in a list are remembered better. This occurs because these items are rehearsed more frequently or receive more elaborative processing, allowing them to be encoded into long-term memory more effectively. For...
01:07Elaborative Rehearsals
Elaborative rehearsal is a crucial cognitive strategy that strengthens information encoding in long-term memory by making meaningful connections between new data and pre-existing knowledge. This approach contrasts with maintenance rehearsal, which involves simple repetition without delving into the significance of the information. While maintenance rehearsal might temporarily keep information active in short-term memory, it is less effective for long-term retention.
The effectiveness of...
The effectiveness of...
01:16Interference and Decay
Forgetting is a complex cognitive phenomenon influenced by several factors, among which interference and decay are particularly prominent. These processes explain why individuals often struggle to retrieve specific information from memory, leading to lapses in recall that can be observed in everyday situations.
Interference occurs when competing memories hinder the retrieval of particular information. It can be classified into two types: proactive and retroactive interference. Proactive...
Interference occurs when competing memories hinder the retrieval of particular information. It can be classified into two types: proactive and retroactive interference. Proactive...
01:26Higher Mental Functions of Brain: Learning and Memory
Memory is one of the most vital higher mental functions of the brain. Memory is closely related to learning because it enables us to retain information and experiences from our past to use them in our present life. It also helps us to remember facts, events, and skills, such as riding a bike or swimming. There are two types of memory — declarative memory, which involves memorizing facts or events, and procedural memory, which enables us to remember how to do something like writing or playing an...