Publicação
Visual and verbal processing effects on human memory: A study with brand names and information incongruity and congruity
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Martinez, Luis Manuel da Silva Pereira Fructuoso | |
| dc.contributor.advisor | Ferreira, Aristides | |
| dc.contributor.author | Ruppert, Sibylle | |
| dc.date.accessioned | 2015-10-06T10:05:32Z | |
| dc.date.available | 2016-01-30T01:30:08Z | |
| dc.date.issued | 2015-01 | |
| dc.description.abstract | In this study in the field of Consumer Behavior, brand name memory of consumers with regard to verbal and visual incongruent and congruent information such as memory structure of brands was tested. Hence, four experimental groups with different constellations of verbal and visual congruity and incongruity were created to compare their brand name memory performance. The experiment was conducted in several classes with 128 students, each group with 32 participants. It was found that brands, which are presented in a congruent or moderately incongruent relation to their brand schema, result in a better brand recall than their incongruent counterparts. A difference between visual congruity and moderately incongruity could not be confirmed. In contrast to visual incongruent information, verbal incongruent information does not result in a worse brand recall performance. | pt_PT |
| dc.identifier.tid | 201473585 | |
| dc.identifier.uri | http://hdl.handle.net/10362/15534 | |
| dc.language.iso | eng | pt_PT |
| dc.title | Visual and verbal processing effects on human memory: A study with brand names and information incongruity and congruity | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | pt_PT |