The greater memorability of self-generated versus externally presented product information

Abstract

Previous research based on the “generation effect” (Slamecka & Graf, 1978) seems to suggest that when subjects are allowed to do more active thinking on their own in order to generate a response to an experimental stimulus (self‐generated information), memory performance is often better than when all the answers or solutions to the stimulus question are presented to them (externally presented information). In the present study, it was demonstrated that potent generation effects can occur in the context of a single advertising appeal. The results also confirm that the existence of an elaborate semantic network (i.e., prior knowledge) for a given product category can be an important factor in facilitating the generation effect. Implications for memory theories and directions for future research are discussed. © 1996 John Wiley & Sons, Inc.

Memory for Sponsorship Relationships: A Critical Juncture in Thinking

“…Another approach to support memory that lends itself to the nature of sponsorship‐linked marketing is the generation effect (Slamecka & Graf, ). For example, generating “cold” from the antonym cue “hot‐c__” results in better memory than simply reading “hot‐cold.” In advertising, internally generated information (supplying a brand name to a question) has been found to be more memorable than externally presented information (e.g., hearing about a brand; Reardon & Moore, ). Furthermore, Reardon, Durso, Foley and McGahan () showed that the better memory for generations made by those with expertise in a field since they have a more elaborate knowledge structures.…”

Effect of Adult Disapproval of Cartoon Violence on Children's Aggressive Play

“…The generation effect has also been demonstrated successfully in marketing settings. For instance, Reardon and Moore (1996) created 19-min audio segments that contained 10 advertisements, three public service announcements, and three songs. The target advertisement was for an Optimax 35-mm camera, whose brand name was presented fi ve times to each participant.…”

“…Results indicated a signifi cant generation effectparticipants in the generation condition remembered the camera name signifi cantly better than participants in the control condition. Hence, Reardon andMoore (1996, see also, Thompson &Barnett, 1981) were able to use the generation effect to help increase the recall of the brand name, which presumably might infl uence sales of that product.…”