Understanding the influence of literacy on consumer memory : The role of pictorial elements ☆

@inproceedings{Viswanathan2009UnderstandingTI,
  title={Understanding the influence of literacy on consumer memory : The role of pictorial elements ☆},
  author={Madhubalan Viswanathan and Carlos J. Torelli and Lan Xia and Roland Gau},
  year={2009}
}
This research examines the relationship between literacy and consumer memory. The effects of a variety of stimuli at exposure (i.e., brand names, brand signatures, and products in usage) on memory (i.e., recognition, stem-completion tasks) were examined for a range of literacy. In a series of experiments, we find that the use of pictorial representations of brands (i.e., brand signatures) results in superior brand memory for individuals with lower literacy levels when compared to those at… CONTINUE READING
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