Conditions for a Picture-Superiority Effect on Consumer Memory

Abstract

Based on three explanations of imagery effects on memory, hypotheses regarding the conditions under which pictorial ads are or are not remembered better than verbal-only ads are generated and tested. The memorability of brand names semantically related to product class was tested in pictorial versus verbal-only form under various conditions. The results indicate that picture superiority occurs in both immediate and delayed recall tasks when processing is directed at appearance features. Verbal-only stimuli are recalled as well as pictures in immediate recall but become inferior once again in delayed recall, when processing is directed at the semantic content of the ads.