Effects of retrieval practice on consumer memory for brand attributes

Psychol Rep. 2007 Aug;101(1):311-8. doi: 10.2466/pr0.101.1.311-318.


The effect of retrieval practice on memory for brand attributes was examined. Participants were presented with advertisements for fictional products so each contained a number of brand attributes relating to the nature of the product and its qualities. Following this, participants practiced recalling a subset of those attributes either 3 or 6 times. The act of retrieving some brand information inhibited the recall of other brand information that was not practiced, but only when repeated retrieval practice took place 6 times. This is the first demonstration of inhibitory effects in consumers' memory using the retrieval practice paradigm.

MeSH terms

  • Adult
  • Advertising*
  • Commerce*
  • Consumer Behavior*
  • Female
  • Humans
  • Male
  • Memory*
  • Mental Recall