Vollmer, Marius (2023) The Impact of Face Memorability on Brand Preference in Advertising. Bachelor thesis, Psychology.
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Abstract
Previous research has shown that consumers are more likely to choose one brand over other, competing brands if they are more familiar with it. A common way to increase brand familiarity are advertisements, which often include human faces. This study investigated the effect of one specific facial attribute on brand preference, that of intrinsic face memorability. The hypothesis was that participants would prefer a brand name over a competitor if it was paired with a more memorable face. To test this, participants viewed two mock advertisements for 20 different product categories. One of the brand names was paired with a memorable face and the other was paired with a comparable, yet unmemorable face. Later, participants saw the two brand names, belonging to the same product category again and chose which of the two they preferred. The results indicated no association between face memorability and brand preference. Future studies with higher stimulus control are needed to confirm these findings or if we missed any association between the two. However, our results indicate that if there is an effect it is likely to be very small. Keywords: Image Memorability, Face Memorability, Brand Name Preference, Episodic Memory
| Item Type: | Thesis (Bachelor) |
|---|---|
| Supervisor name: | Nieuwenstein, M.R. |
| Degree programme: | Psychology |
| Differentiation route: | None [Bachelor Psychology] |
| Date Deposited: | 13 Apr 2023 11:56 |
| Last Modified: | 13 Apr 2023 11:56 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/1891 |
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