Preference for Advertizements, Logos, and Names: Effects of Implicit Memory

Abstract

An experiment was conducted to examine the effects of prior exposure to printed advertising on the preference judgements for advertizements and parts of those advertizements. Perfect and Askew (1994) showed that prior exposure led to more favourable judgements towards printed material, independent of whether the original exposure was remembered. It was expected that this finding would be replicated and that subparts of the original material (logos) would also be favourably rated, whilst material with changed perceptual features (company names in standard font) would not. The results supported the hypotheses. The possible implications of such findings for advertisers are discussed.