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

Implicit (versus explicit) memory is introduced 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, while stimulus-based choice benefits from advertising that enhances perceptually driven implicit memory. The results of three studies show that the two types of implicit memory and explicit memory are distinct constructs of memory, suggesting that implicit memory measures may be more useful indicators of advertising effectiveness than explicit memory measures.