A Neurocognitive Model of Advertisement Content and Brand Name Recall

  • Authors:

  • Antonio G. Chessa;Jaap M. J. Murre

  • Affiliations:

  • Statistics Netherlands (CBS), P.O. Box 4000, 2270 JM, Voorburg, The Netherlands;Department of Psychonomy, University of Amsterdam, Roetersstraat 15, 1018 WB Amsterdam, The Netherlands

  • Venue:
  • Marketing Science
  • Year:
  • 2007

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Abstract

We introduce a new (point process) model of learning and forgetting, inspired by the structures of the brain, that we apply to model long-term memory for advertising and brand name recall. Recall-probability functions derived from the model are tested with classic data by Zielske [Zielske, H. A. 1959. The remembering and forgetting of advertising. J. Marketing23 239–243], as well as advertisement content and brand name recall data of a Dutch study that tracked over 40 campaigns of TV commercials. Data fits and cross-validation results indicate that the recall functions serve as a good first approximation for aggregate behavior. The shapes of optimal GRP schedules, which are obtained by maximizing a recall measure, are strongly related to the model parameters and corresponding memory processes. Comparisons with existing models in the literature indicate that a neurobiologically motivated model may give a more realistic description of memory for advertisements.