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 Admap last 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 of an ad. He further argued that the resultant intuitive brand associations were a powerful influence on brand decisions and hence the high involvement sought by current pretesting methods, such as purchaseintention questions, would not accurately predict purchase behaviour.