Priming effects in explicit and implicit memory for textual advertisements

The effects of priming on explicit and implicit memory about a product placed within a narrative were tested under conditions in which attention was drawn to (intentional encoding) or away from (incidental encoding) the product. In Experiment 1, positive features of a product were more likely to be recalled than negative features leading to an assimilation effect in a baseline condition. When the product characteristic was primed, however, explicit recall of the negative features increased resulting in a contrast effect. The impact of priming was restricted to the intentional encoding condition reflecting resolution of information incongruent with the prime. In Experiment 2, perceptual and semantic implicit memory tests revealed equivalent priming effects following both intentional and incidental encoding of the product. Thus, unlike explicit memory, implicit memory for the product was not limited by attention. Recognition of these boundary conditions of priming informs marketers intending to design advertising that taps explicit and implicit memory for a product.