The effects of cognition-based subconscious priming on short-term memory : a study in the ice cream industry

• Autor(a) principal: Pinho, Diogo de Almeida
• Data de Publicação: 2015
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/17767
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Purpose – The main objectives of this study were to gain substantial insights about subconscious priming and its role on accessibility through the utilisation of external cues; to draw information about the impulse ice cream industry and customers’ shopping habits; to analyse the consequences of cognitive reasoning on short-term memory and choice after subconscious priming; and to analyse the main differences in satisfaction and loyalty after performing the experiments, and prior long-term favourite choices; Methodology / Approach – This study used secondary research, which had a supporting role towards the primary research when it comes to concept revision. Also, this supporting role was important to gather information about the role of subconscious priming in accessibility and cognitive reasoning tasks. The primary research was based on a tri-grouped two-staged set of surveys, all different from each other, and each with its own purpose within the objectives presented for the study; Findings – The findings of this research were as follows: Portuguese and British Olá – or Wall’s – consumers, in average, buy ice creams from this brand once or twice per month, and usually from caffés and supermarkets. Frequency of purchase and age are both positively directly correlated with loyalty towards a brand. Respondents are more likely to purchase an accessible product when asked to perform a word comprehension task utilising cognitive reasoning, comparing to their long-term favourite. Consumers tend to be less satisfied when choosing a recently-primed product instead of their long-term favourite one; Research and Practical Implications – Cognitive reasoning tasks can be used for managerial or marketing purposes when consumers are subjected to the correct word comprehension tasks. With a higher depth of research on this subject, subconscious priming with cognitive reasoning can be utilised in other industries other than impulse ice cream, through problem or puzzle-solving exercises which customers make before purchasing. These exercises have to take into consideration the consequences of consumer lower satisfaction associated with priming. Originality / Value – This research continues the existing research on cognitive reasoning as a marketing subconscious priming method, and which can be important to marketing initiatives for more companies other than the ice cream Olá – or Wall’s – described in this study. Also, the primary research used was adapted from few previous articles, specifically for one brand within the FMCG business.