Effective Marketing Communication: Pre-existing Knowledge Structures and Contextual Effects (2007–2009)
The aim of this research is to produce information about human memory which is applicable in a marketing/sponsorship framework. We hope to determine whether, at low levels of attention, individuals can store information to later differentiate between highly confusable brand sponsorships and if so, what mechanism results in successful recall. The results will include an understanding of what aspects of memory are harmed by high levels of similarity, and whether congruency between a brand and a sponsor helps recall at low levels of attention. The research is significant in that it has high ecological validity and results will translate directly into applications relevant to real-world communication contexts including marketing and education.