出版社：Faculty of Communications of the Pontificia Universidad Católica de Chile
摘要：Some theoretical frameworks suggest that consumers propensity to buy a brand starts by choosing from a closed number brand consideration set, one which may be memory based. Advertising may work as an influential factor over memory as well as in the composition of these brand consideration sets. The present study observes the link between spontaneous advertising recall over consideration sets formation in children. This age group is studied because, despite the literature being broad on advertising effects over children, there are non reported studies regarding consideration set elaboration. An experiment was made with children belonging to Concrete Operational stage, simulating a purchase scenario, in order to monitor advertising's effect on memory based consideration sets. Results did not suggest a correlation between spontaneous advertising recall and the constitution of memory based sets.
关键词：memory;advertising;consideration sets;children;memoria;publicidad;conjuntos de consideración;niños
