Seeking the power of the quest
Here is more evidence for the power of the quest: research published today in Applied Cognitive Psychology. (primary investigator Antonia Kronlund)
The study found that when participants had to solve an anagram before seeing a target brand, they were more likely to claim to have seen the brand before. Participants also had higher preference ratings for the brand relative to competing brands in the same product category.
"It's the actual contrast between seeing the anagram in its initial, versus its solved form, that we believe creates this preference effect. That is because the anagram in its initial form appears to be non-fluent--participants have never seen anagrams such as GANECY before.
Once solved, however, the solution is processed with high fluency. Think of the "aha" experience one would feel when realizing the solution is AGENCY. We believe that this surprising fluency, arising from the disparity, gets misattributed to brand recognition and preference," says Dr. Kronlund.
"Our research demonstrates that certain problem solving techniques, which pose a challenge to the consumer, trigger a response that makes the target brand seem highly fluent, or familiar. This process consistently translates into increased recognition of the brand, and more importantly, higher preference towards the brand over the competition. Such techniques can be used by marketers in magazine layouts, in store displays--the possibilities are endless," says Dr. Kronlund.
Another demonstration of something we already knew. But we need it. Because of the persistent fable that having somebody read something is the way to make sure that they know it. I have made this point in several blogs:
Module Quests and Closure
Your Brain Modules at Work
State Statements and Quest Questions
This study is especially interesting because it shows that the discovery need not be relevant to the conceptual context. That that you don’t have to be smart to apply the principle. A computer could make anagrams. And probably foster vocabulary learning. I think such anagrams are often used in educational workbooks or online websites.
So why is this lady still doing research on it? Because there are lots of people who don’t know it. They probably read it. And still believe that people are going to remember what they are told.
Triumph of tradition over experience.
The study found that when participants had to solve an anagram before seeing a target brand, they were more likely to claim to have seen the brand before. Participants also had higher preference ratings for the brand relative to competing brands in the same product category.
"It's the actual contrast between seeing the anagram in its initial, versus its solved form, that we believe creates this preference effect. That is because the anagram in its initial form appears to be non-fluent--participants have never seen anagrams such as GANECY before.
Once solved, however, the solution is processed with high fluency. Think of the "aha" experience one would feel when realizing the solution is AGENCY. We believe that this surprising fluency, arising from the disparity, gets misattributed to brand recognition and preference," says Dr. Kronlund.
"Our research demonstrates that certain problem solving techniques, which pose a challenge to the consumer, trigger a response that makes the target brand seem highly fluent, or familiar. This process consistently translates into increased recognition of the brand, and more importantly, higher preference towards the brand over the competition. Such techniques can be used by marketers in magazine layouts, in store displays--the possibilities are endless," says Dr. Kronlund.
Another demonstration of something we already knew. But we need it. Because of the persistent fable that having somebody read something is the way to make sure that they know it. I have made this point in several blogs:
Module Quests and Closure
Your Brain Modules at Work
State Statements and Quest Questions
This study is especially interesting because it shows that the discovery need not be relevant to the conceptual context. That that you don’t have to be smart to apply the principle. A computer could make anagrams. And probably foster vocabulary learning. I think such anagrams are often used in educational workbooks or online websites.
So why is this lady still doing research on it? Because there are lots of people who don’t know it. They probably read it. And still believe that people are going to remember what they are told.
Triumph of tradition over experience.
posted by Selby Evans at 1:45 PM
3 Comments:
I am sorry but I am a bit confused. What is it that u are trying to say. Do you mean to say that getting an answer after solving the anagram creates such an exhilarating feeling that they will be more willing to buy a product? If you meant that, I agree but I dont buy that they will suddenly start recognising a brand.
What I am saying is that discovery strengthens recogniton (as familiar). I would not argue that discovery increases the likelhood of buying the product. The evidence does not support that conclusion. I would view the findings as more relevant to learning than to marketing.
I agree and would tend to think that the discovery in itself leads to a connection or experience of sorts. By solving the anagram it gives a sense of reward just as if training a dog and the reward being a solution to a problem rather than a treat.
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