考研英语阅读篇章：广告能扭曲你的记忆
新东方在线小编为大家整理考研英语阅读系列篇章精选，考生可作为备考资料，阅读的同时将不熟的单词牢记。研究人员发现，生动逼真的广告能使人产生错误的记忆。
Advertising Can Warp Your Memory
广告能扭曲你的记忆
May 23, 2011 | From US News & World Report
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 Votolato Montgomery, an assistant professor of marketing at the
College of William & Mary in Williamsburg, Va., and Priyali Rajagopal, an
assistant professor of marketing at Southern Methodist University, in Dallas,
Texas, 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 - Knoxville. 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 what extent advertisers are aware of the
fact that these ads can impact memory." Nash said it might be a stretch to
connect a false memory of a popcorn brand to the decision to purchase it. "It's
another thing to tie an effect to an actual behavior, that is, buying the
popcorn," he said.
The researchers also found that when they replaced the well-known brand
name with something they invented but kept the same product name and vivid
advertisement there was a much lesser effect."Our intent was really just to
educate consumers that they need to be vigilant when they're processing high
imagery ads, because these vivid ads can create these false memories of product
experience," said Montgomery. (428 words)
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