Angela M. Maguire

Bio: Angela M. Maguire is an academic researcher from University of Queensland. The author has contributed to research in topics: Recall & Articulation (phonetics). The author has an hindex of 7, co-authored 10 publications receiving 566 citations.

Sponsorship-linked marketing: The role of articulation in memory

Abstract: Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor‐event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available sponsorship properties. In three cued‐recall experiments, the effect of articulation of sponsorship fit on memory for sponsor‐event pairings is examined. While congruent sponsors have a natural memory advantage, results demonstrate that memory improvements via articulation are possible for incongruent sponsor‐event pairings. These improvements are, however, affected by the presence of competitor brands and the way in which memory is accessed.

Sponsorship-Linked Marketing: The Role of Articulation in Memory

Abstract: Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor-event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available sponsorship properties. In three cued-recall experiments, the effect of articulation of sponsorship fit on memory for sponsor-event pairings is examined. While congruent sponsors have a natural memory advantage, results demonstrate that memory improvements via articulation are possible for incongruent sponsor-event pairings. These improvements are, however, affected by the presence of competitor brands and the way in which memory is accessed.

What you get out of memory depends on the question you ask.

Abstract: Following study, participants received 2 tests. The 1st was a recognition test; the 2nd was designed to tap recollection. The objective was to examine performance on Test 1 conditional on Test 2 performance. In Experiment 1, contrary to process dissociation assumptions, exclusion errors better predicted subsequent recollection than did inclusion errors. In Experiments 2 and 3, with alternate questions posed on Test 2, words having high estimates of recollection with one question had high estimates of familiarity with the other question. Results supported the following: (a) the 2-test procedure has considerable potential for elucidating the relationship between recollection and familiarity; (b) there is substantial evidence for dependency between such processes when estimates are obtained using the process dissociation and remember-know procedures; and (c) order of information access appears to depend on the question posed to the memory system.

Using maintenance rehearsal to explore recognition memory.

Abstract: We examined associative and item recognition using the maintenance rehearsal paradigm. Our intent was to control for mnemonic strategies; to produce a low, graded level of learning; and to provide evidence of the role of attention in long-term memory. An advantage for low-frequency words emerged in both associative and item recognition at very low levels of learning. This early emergence casts doubt on explanations based on the traditional concept of recollection. A comparison of false alarms supports a role for item information or the joint use of cues but not familiarity in producing associative false alarms. We may also have found a way to measure the amount of attention being paid to a to-be-learned item or pair, independently of memory performance on the attended item. This result may be an important step in determining whether coherent theories about the role of attention in long- and short-term memory can be created.

Sponsorship-linked marketing: opening the black box

Abstract: Sponsorship of sports, arts, and causes has become a mainstream marketing communications tool. A great deal of fieldwork has attempted to gauge the relative effectiveness of sponsorship in a marketing context, but these weakly controlled field studies contribute little to our understanding of how individuals process sponsorship-linked marketing communications. By considering possible underlying information-processing mechanics, individual- and group-level factors, market factors, and management factors, together with theorized sponsorship outcomes, this paper offers a model of consumer-focused sponsorship-linked marketing communications that summarizes and extends theoretical understanding of the topic.

A Continuous Dual-Process Model of Remember/Know Judgments

Abstract: The dual-process theory of recognition memory holds that recognition decisions can be based on recollection or familiarity, and the remember/know procedure is widely used to investigate those 2 processes. Dual-process theory in general and the remember/know procedure in particular have been challenged by an alternative strength-based interpretation based on signal-detection theory, which holds that remember judgments simply reflect stronger memories than do know judgments. Although supported by a considerable body of research, the signal-detection account is difficult to reconcile with G. Mandler's (1980) classic "butcher-on-the-bus" phenomenon (i.e., strong, familiarity-based recognition). In this article, a new signal-detection model is proposed that does not deny either the validity of dual-process theory or the possibility that remember/know judgments can-when used in the right way-help to distinguish between memories that are largely recollection based from those that are largely familiarity based. It does, however, agree with all prior signal-detection-based critiques of the remember/know procedure, which hold that, as it is ordinarily used, the procedure mainly distinguishes strong memories from weak memories (not recollection from familiarity).

Celebrity endorsements: a literature review and research agenda

Abstract: This paper presents a narrative review of celebrity endorsement research. The review identifies six areas of research on celebrity endorsements (celebrity prevalence, campaign management, financial effects, celebrity persuasion, non-evaluative meaning transfer, and brand-to-celebrity transfer). A review of the research in each area identifies key findings, conflicting results, and research gaps. In addition, this paper reviews the celebrity endorsement literature with a focus on the psychological processes underlying celebrity endorsement effects that has been put forward in the literature. Based on the review an agenda for future research is offered.

State of Art and Science in Sponsorship-Linked Marketing

Abstract: This is a stock-taking paper in the area of sponsorship-linked marketing. First offered is a summary of the development of sponsorship as a mainstay of marketing communications. Arguments for the entrenchment of sponsorship in a new evolving indirect marketing mix are made. Progress in understanding the art of management and the science of communications measurement are then examined. Finally, a brief research agenda is described.

Sponsorship-linked marketing: The role of articulation in memory

Abstract: Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor‐event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available sponsorship properties. In three cued‐recall experiments, the effect of articulation of sponsorship fit on memory for sponsor‐event pairings is examined. While congruent sponsors have a natural memory advantage, results demonstrate that memory improvements via articulation are possible for incongruent sponsor‐event pairings. These improvements are, however, affected by the presence of competitor brands and the way in which memory is accessed.