Ads Targeting Groups are More Memorable, Study Shows

A study published in the Journal of Consumer Research reveals that advertisements that remind consumers of the groups they belong to are remembered better than more general advertisements. Coauthors Kathryn R. Mercurio and Mark Forehand explored the way people process advertisements that evoke the groups with which they identify. “A key determinant of how much consumers remember from an ad is the connection between the ad content and the consumer’s own self-concept.”

Being a member of groups is not just a matter of social status; being a part of groups is crucial a person’s self-concept. Most people belong to a number of groups that make up the people they interact with on a regular basis, but they also belong to groups made up of people that they may never see and might not ever meet. For example, a person might think of herself as belonging to the group of people who have a rare disease, or of the group of people who love Shakespeare or ride Harleys. Most people also identify with demographic groups, occupational groups and family role groups.

However, some groups occupy a more prominent place in a person’s active self concept than others. For example, a mother with four preschool children might be almost constantly aware of the fact that she is a mother, but rarely think about the fact that she is also a granddaughter, or of Welsh ancestry.

Historically, advertisers have created advertisements that attempt to identify their products with the groups their target audiences belong to, either directly or indirectly. Past studies have shown that people are drawn to brands that tailor their advertisements to their groups, at least in the short term.

The new study, however, found that consumers actually find such advertisements more memorable. Linking products to group affiliations leads people to recall the products when they think about those groups. “Pragmatically, this suggests that advertisers should consider how consumers are likely to think about themselves when they are choosing products,” said Mercurio and Forehand.

Consumer Behavior

GD Star Rating
loading...
Be Sociable, Share!
  • more Ads Targeting Groups are More Memorable, Study Shows

Additional Resources

Privacy Policy | Terms of Use | Disclaimer | Comments Policy | Disclosure

 

    © 2012 e-Marketing Mixology.

 

    e-Marketing Mixology is an internet marketing blog offering practical insights for online merchants, students, bloggers and other people who are interested on the subject matter. Our methodology to electronic marketing is integrated or holistic in approach. We cover the broad scopes on digital marketing which includes: Search engine optimization, Social media marketing, Email marketing, Referral marketing, Content marketing, Search engine marketing, Pay per click, Cost per impression, Search analytics, Web analytics, Display advertising, Contextual advertising, Behavioral targeting, Affiliate marketing, Cost per action, Revenue sharing and Mobile advertising.

 

    We distill ideas from the experts and from our professional experience, and make it applicable to your online business. We test and review digital marketing books, software, scripts and other related products and services. We expose the scams of self-proclaimed “internet marketing gurus” and their ways to make money on you. You can truly call us the “mixer of e-marketing ingredients”. We are your internet marketing consultant for hire.

 

    Our projects have page views coming from countries with English-speaking population which includes United States, United Kingdom, Canada, Australia, Ireland, South Africa, New Zealand, Philippines, Jamaica, Spain, Trinidad and Tobago, Singapore, Guyana, Liberia, Sierra Leone, Malaysia, Germany, Barbados, Bahamas, Zimbabwe, India, Hong Kong, Belize, Papua New Guinea, Saint Vincent and the Grenadines, Zambia, Grenada, Israel, Puerto Rico, Nigeria, Pakistan, Ghana, U.S. Virgin Islands, Japan, China, Switzerland, Antigua and Barbuda, Bermuda, Vanuatu, Guam, Saint Kitts and Nevis, Cayman Islands, Honduras, Saint Lucia, Gibraltar, British Virgin Islands, Namibia, Anguilla, Solomon Islands, Sri Lanka, Brunei, Aruba, Dominican Republic, Fiji, Saint Helena, Northern Mariana Islands, Federated States of Micronesia, Montserrat, British Indian Ocean Territory, Dominica, Seychelles, American Samoa, Mauritius, Falkland Islands, Ethiopia, Russia, Norfolk Island, Cook Islands, Samoa, Turks and Caicos Islands, Nauru, Palau, Guadeloupe, Saint Pierre and Miquelon, Niue, Pitcairn, Tokelau, East Timor and South Korea.

Visit Us On TwitterVisit Us On FacebookVisit Us On Google PlusCheck Our Feed