Showing papers by "Michael S. Humphreys published in 2022"

Shared Brand Equity

Abstract: Abstract Many brand collaboration platforms—such as sponsorship, celebrity endorsement, influencer marketing, product placement, cobranding, and human branding—build strong relationships between brands and contribute to the brand equity of two or more brands. Brand equity, since inception, has been concerned with the value of a brand, how this value is built and measured, and how the marketplace responds to it. Based on previous work and in response to current marketing practices, the authors suggest that the concept of shared brand equity, where collaborative efforts result in connectivity between brands, is needed to better explain and guide advertising and marketing communications research and practice. Drawing on developments in cognitive psychology, we explain how shared brand equity is developed and how it persists, the role it plays in semantic/associative neighborhoods, and how it explains research findings. We offer a set of research propositions, as well as concrete examples of the usefulness of the theoretical approach.

Explaining short-term memory phenomena with long-term memory theory: Is a special state involved?

Abstract: Abstract The idea that some recently encountered items reside in a special state where they do not have to be retrieved has come to be a critical component of short-term memory theories. In the current work, the existence of such a special state was tested using the probe-recognition paradigm followed by a delayed recognition test. Across two experiments participants received a series of probe recognition trials where list lengths of 1-, 4- and 8-items were intermixed. Delayed recognition performance for non-target probes was poorer for the only item in 1-item lists than for the last item in multi-item lists. At the same time, the delayed recognition of studied-but-not probed items was better for the 1-item list, compared to the last item in a multi-item list, indicating that some form of a retrieval effect was involved and not lower levels of attention/initial learning. An examination of the size of the testing effect as it varied across list lengths and experiments also indicated that residence in a special state was not playing an important role. Overall, the data are not in support of the assumption that items at the focus of attention are in a special state that do not require retrieval. Our conclusions are that special states cannot be used to define STM memory and that the probe recognition paradigm may be useful in determining how testing affects memory.