Koiter, Bram (2022) The Relationship Between Brand Memory, Image Memorability, and Fixation Durations While Viewing Picture Advertisements. Master thesis, Psychology.
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Abstract
The purpose of print advertisements is to increase brand recognition. Print advertisements often contain images, and recent research has shown that images differ consistently across individuals in terms of how well they will be remembered. Previous research found a negative correlation between brand recognition and the memorability of images used in self-fabricated simple ads. The goals of this study were to test the replicability of this result and to investigate the relationship between image memorability, viewing behavior, and brand recognition. A sample of 35 participants viewed 40 advertisements of 10 different product types containing either a high (N = 20) or a low (N = 20) memorable image and a brand name while their eye movements were tracked, followed by an unannounced brand recognition test. The results showed no evidence for a relationship between image memorability, the fixation durations for the brand names and images, and brand recognition, thus failing to replicate the earlier finding of a negative effect of image memorability on brand recognition. Taken together, these results suggest that image memorability does not affect brand recognition after viewing print advertisements.
| Item Type: | Thesis (Master) |
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| Supervisor name: | Nieuwenstein, M.R. |
| Degree programme: | Psychology |
| Differentiation route: | Other [Master Psychology] |
| Date Deposited: | 25 Jul 2022 12:29 |
| Last Modified: | 25 Jul 2022 12:29 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/1129 |
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