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Visual and verbal processing effects on human memory: A study with brand names and information incongruity and congruity
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Resumo(s)
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.