Browsing by Author "Manzano, Isabel"
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Item Effects of context encoding and cuing: tests of the outshining and overshadowing hypotheses(Texas A&M University, 2008-10-10) Manzano, IsabelThe following experiments looked at how encoding information and available cues at test can influence context effects. More specifically, the present experiments investigated the overshadowing and outshining hypotheses. Experiment 1 established a new method for attaining robust reinstatement effects by using movie scenes. Experiment 2 found support for the outshining hypothesis. So, if verbal and contextual cues were encoded and verbal cues were present at test, then context reinstatement through the reinstatement of the movie scenes would have little effect on memory. However, in the absence of verbal cues at test, significant context effects were found showing that the verbal cues were able to outshine the context (i.e., the movie scenes). Experiment 3 extended the outshining hypothesis by showing that strengthening the association between the verbal cues and the target items led to greater outshining of the movie scenes by the verbal cues. Experiment 4 looked at the overshadowing hypothesis and showed that if the context (i.e., the movie scenes) was not encoded well, but the verbal cues were then the context was overshadowed by the verbal cues. Further, if the association between the verbal cue and target items was encoded, then the overshadowing effect was greater as compared to cases where the association between the two items was not encoded. Finally, Experiment 5 found that if context was well encoded but verbal cues were not well encoded then the verbal cues were overshadowed by the context. It was also found that encoding the association between the context and target led to a more robust overshadowing effect as compared to cases where the association was not encoded.Item Product Placement: Implicit Memory and Choice for Brands Placed in a Novel(2011-10-21) Manzano, IsabelProduct placement, an advertising trend that places a brand within the context of an information medium, has emerged as an effective means of increasing brand recognition. The practice has not been thoroughly examined in the different media in which it occurs. The purpose of the present experiment was to investigate the effectiveness of prominent and subtle product placements in books on different forms of memory. The effectiveness of the placements was evaluated by measuring explicit and implicit memory for the placed brands. Additionally, effectiveness was measured with two types of preference judgments: a forced choice scenario and a shopping list scenario. Results from Experiment 1 showed that participants demonstrated implicit memory for brands mentioned in the novel with a word stem completion task and a category exemplar generation task. The centrality of placement only affected performance on these tasks for test-aware participants. Experiment 2 used a forced choice task and showed that consumer preference was unaffected by subtle and prominent placements. Experiment 3 used a shopping list scenario and showed that brand placement affected participants? preferences for previously studied brands regardless of the placement centrality. The experiments also showed that participants had explicit memory for the brands with prominent placements leading to better recall than subtle placements. Taken together, the findings show that the placement of brands in books is a valid means of influencing consumer awareness and behavior toward the brand.