The Value of Implicit Memory

Alastair Goode

This article suggests that increases in the liking of products are mediated by an individual's implicit memory.

The Value of Implicit Memory

Alastair Goode Sussex University

In this article I present evidence that suggests increases in product liking are mediated by an individual's implicit memory for advertising. I discuss this finding in relation to Robert Heath's ideas on implicit memory and the link he made between implicit memory and his low involvement processing model (1).

In two articles in Admaplast year (2), Robert Heath argued that a powerful way in which advertising worked was by establishing brand associations, rather than communicating a message. These associations occur as a result of low processing involvement...

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