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新东方《考研英语阅读理解基础进阶 88 篇》
《考研英语阅读理解基础进阶88 篇》【第一阶段】【第 9 周】
Advertising is everywhere people look. It’s along the highway, in storefronts, and online. It
can be funny or poignant; it can be annoying. New research shows it can also encourage people to
recall things that never happened to them. Nicole Montgomery and Priyali Rajagopal, both
assistant professors of marketing, developed an experiment to test the effects of advertisements on
memory.
They asked people to read a very descriptive print advertisement detailing the taste of a
fictional popcorn product made by a familiar brand name, then asked a portion of the subjects to
taste popcorn labeled with the fictional name. A week later, those who merely read the detailed
advertisement were just as likely to report eating this popcorn as people who actually ate it. People
who read an advertisement with less vivid imagery were far less likely to report eating the popcorn.
“What we found is that if consumers falsely believe they have experienced this advertised brand,
their evaluations of that product are similar to evaluations of products that they actually
experienced. That is a fairly unique finding,” said Montgomery.“Humans are a lot more inaccurate
than we think we are,” said Michael Nash, a professor of psychology at the University of
Tennessee. He said that the phenomenon of false memories is well-known in psychology, and that
he found it interesting that the research extends the concept to marketing.
Anyone who watches the Super Bowl or Mad Men probably suspects that advertisers put
plenty of effort into the style and substance of their pitches, in addition to researching the
effectiveness of their efforts. “I think that advertisers have known that there are benefits to using
these very vivid ads,” said Montgomery, “but I don’t know to w
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