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This paper aims to show that strength-based theories of memory provide only a partial description of how consumers retrieve brands from memory. Dual-process theories of memory such as the Source of Activation Confusion (SAC) model provide a more robust explanation of brand retrieval by accounting for the separate effects of brand familiarity and category knowledge.

This paper examines brand image associations for 27 brands in three product categories using marketing field data. The authors apply a quasi-experimental approach to divide respondents into four groups based on their levels of brand familiarity and category knowledge. The authors compare brand retrieval for each group to test whether the SAC model, a dual-process theory of memory, or traditional strength-based theories of memory better explain brand retrieval.

Familiar brands are harder to remember when consumers know more about the product category. This effect cannot be explained by strength-based theories of memory, but it is a prediction of the SAC model. This outcome is a critical test that discriminates between competing theories of brand retrieval.

Researchers may draw on the SAC model to identify new ways of analysing brand image data to better understand how consumers retrieve brands from memory. This includes, above all, developing methods to separately measure the effects of brand familiarity and category knowledge.

To maximise the chance that consumers will remember brands, managers of highly familiar brands should avoid promoting category knowledge through their branding and communications strategies. By contrast, managers of less familiar brands should promote category knowledge by linking their brand to episodes of category consumption.

This work illustrates that a quasi-experimental approach can be used to extend quantitative psychological models from laboratory experiments to marketing field data. It also illustrates the use of a critical empirical test to discriminate between competing theories in marketing.

Cognitive computing is part of AI and cognitive applications consists of cognitive services, which are building blocks of the cognitive systems. These applications mimic the human brain functions, for example, recognize the speaker, sense the tone of the text. On this paper, we present the similarities of these with human cognitive functions. We establish a framework which gathers cognitive functions into nine intentional processes from the substructures of the human brain. The framework, underpins human cognitive functions, and categorizes cognitive computing functions into the functional hierarchy, through which we present the functional similarities between cognitive service and human cognitive functions to illustrate what kind of functions are cognitive in the computing. The results from the comparison of the functional hierarchy of cognitive functions are consistent with cognitive computing literature. Thus, the functional hierarchy allows us to find the type of cognition and reach the comparability between the applications.

This study aims to examine the impacts of brand congruity of in-game brand placement on esports consumers' implicit and explicit memory.

A 2 × 2 × 2 experimental design (N = 224) was used with an automobile racing game, NASCAR Heat 5. A series of statistical analyses, including MANOVA and logistic regressions, was conducted to test the proposed hypotheses.

The results revealed that ads on virtual billboards in the video game primed participants to create an implicit memory. Also, incongruent brands that were not very familiar to gamers provided greater impact than congruent brands.

This research is the first to test both implicit and explicit memory and provide practical evidence for the possibility of implicit memory building in the esports context. In addition, the current study also examined the impact of congruity to answer the previously inconsistent results.

This research examines impacts from tourists’ destination knowledge and destination interest upon Generation Z’s recognition memory of advertisement for a new travel destination (Taiwan). The findings of this study indicated that participants with high destination knowledge are more likely to exhibit a lower level of new travel destination advertising recognition than participants with low destination knowledge, while the destination interest is low. Practical and theoretical implications of this outcome for destination marketers and tourism scholars are suggested to better understand and anticipate the processes of tourists’ learning and retaining of new travel destination information.

The purpose of this paper is to demonstrate how to design better awareness and memory of product information using mobile coupon campaigns among those who do not redeem the coupons.

The research involves two field experiments with a Mid Western mobile marketing firm where differently designed coupons were sent out to men and women customers of a fast food chain, and non‐redeemers filled out a survey revealing how much they remembered. The research also connected their subsequent purchases a week later. The data were analyzed using ANOVAs.

Factual ad claims create better recognition than descriptive ad claims in general, but among older working people when ad is viewed in leisure situations men better remember descriptive appeals, and women factual appeals. Also the memory has no effect on purchase intentions or future purchases. In contrast, among younger students, men remember factual ad claims better than descriptive, like women, and their memory has significant effects on subsequent purchase behavior.

Selectivity hypotheses may be applied to design advertising congruity/incongruity based on tasks people are doing in different physical situations. Other limitations include some sampling error (or selectivity) and its difficulties in generalizability across industries.

Managers can build awareness using different types of ad claims depending on gender and situation among older working groups, and use factual appeals for younger groups. Among younger groups the memory of coupons can also drive subsequent purchase behavior.

The paper uncovers the value of non redeeming customers in m‐coupon campaigns, and identifies how to target and design campaigns to best extract that value.

This study contributes to the cognitive processes and expertise research in judgment and decision-making in auditing. It uses the levels-of-processing theory (Craik & Lockhart, 1972) to investigate the amount of auditor attention given to information during internal control documentation procedures, and the effect of this attention on internal control information acquisition and risk assessment. Based on levels-of-processing, the attention required to complete an internal control questionnaire (ICQ) is predicted to result in the acquisition of more internal control information than when a completed ICQ is reviewed. In addition, auditors who complete an ICQ should assess control risk more like experts’ than auditors, who review an ICQ completed by another individual. Results suggest that the audit seniors who completed an ICQ retained significantly more internal control information than audit seniors who reviewed an ICQ completed by another individual. This result held when separately examining the internal control strengths and weaknesses. In addition, audit seniors who completed an ICQ-assessed control risk at a level comparable to the control risk assessments of audit managers in the same firm.

The purpose of this paper is to investigate the potential susceptibility of eyewitness memory to the presence of extraneous background speech that comprises a description consistent with, or at odds with, a target face.

A between-participants design was deployed whereby participants viewed an unfamiliar target face in the presence of quiet, or extraneous to-be-ignored speech comprising a verbal description that was either congruent or incongruent with the target face. After a short distractor task, participants were asked to describe the target face and construct a composite of the face using PRO-fit software. Further participants rated the likeness of the composites to the target.

Recall of correct facial descriptors was facilitated by congruent to-be-ignored speech and inhibited by incongruent to-be-ignored speech compared to quiet. Moreover, incorrect facial descriptors were reported more often in the incongruent speech condition compared with the congruent speech and quiet conditions. Composites constructed after exposure to incongruent speech were rated as worse likenesses to the target than those created after exposure to congruent speech and quiet. Whether congruent speech facilitated or impaired composite construction was found to depend on the distinctiveness of the target face.

The results suggest that the nature of to-be-ignored background speech has powerful effects on the accuracy of information verbally reported from having witnessed a face. Incongruent speech appears to disrupt the recognition processes that underpin face construction while congruent speech may have facilitative or detrimental effects on this process, depending on the distinctiveness of the target face.

This is one of the first studies to demonstrate that extraneous speech can produce adverse effects on the recall and recognition of complex visual information: in this case, the appearance of a human face.

Pew and Mavor (1998) called for an integrative representation of human behavior for use in models of individual combatants and organizations. Models with integrated representation of behavior have only been achieved at rudimentary levels according to those performing the studies (e.g. Pew & Mavor, 1998; Tulving, 2002) and those building the models (e.g. Warwick et al., 2002). This chapter will address aspects of cognitive performance that are important to incorporate into models of combat based on acceptance of theory, strength of empirical data, or for other reasons such as to bridge gaps where incomplete knowledge exists about cognitive behavior and performance. As a starting point, this chapter will assess which of Pew and Mavor’s recommendations are still appropriate as determined by a review of selected literature on cognition and its representation. We will also provide some review and extensions of key literature on cognition and modeling and suggest a way ahead to close the remaining gaps. Different aspects of cognition are described with recent findings, and most are followed by an example of how they have been represented in computer models or a discussion of challenges to their representation in modeling.

Children with Autism Spectrum Disorder (ASD) show reduced attention to social stimuli. The reasons for these impairments are still being debated by researchers. The aim of this study is to analyse if reduced attention towards social stimuli is determined by initial underlying difficulties in the control of visual attention. Among the variables that could produce these difficulties, the authors considered geometric complexity and typology of geometric figures.

To test this hypothesis, in this paper, an eye-tracker paradigm was used for assessing visual exploration and recognition memory towards geometric figures (curved vs rectilinear) with two levels of geometric complexity (low and high) in 17 children with ASD matched with 17 children with typical development (TD).

The results showed that the ASD group seemed indifferent to both the geometric complexity and the typology of figures (curved and rectilinear), whereas the TD group showed higher performances with highly complex and curved geometric figures than with low complex and rectilinear geometric figures.

Because of the chosen research approach, the research results may lack generalizability. Therefore, researchers are encouraged to test the proposed hypotheses further.

This paper includes implications upon the presence of an unspecified visual attention deficit that is present from the early stages of the processing of stimuli.

The understanding of this deficit from the early stages of the processing of stimuli can help educators to intervene at an early stage when disturbances in social relationships are starting.

This study contributes to understanding the presence of dysfunctional perceptual antecedents that could determine general difficulties in paying attention to social stimuli in ASD subjects.