According to economist Jesse Shapiro, every extra commercial you view adds one more positive memory of that product to your long-term memory, thus increasing your positive impression of this product

Economics Dec 13, 2020

According to economist Jesse Shapiro, every extra commercial you view adds one more positive memory of that product to your long-term memory, thus increasing your positive impression of this product. Shapiro refers to this as:

a. "memory jamming"

b. "priming" implicit memories

c. the serial position effect

d. flashbulb memories

Expert Solution

The correct solution to this problem is provided by option A: memory jamming.

To elaborate, Jesse Shapiro elaborated his hypothesis of memory jamming in a 2006 paper titled: A Memory Jamming Theory of Advertising. According to this hypothesis, advertising works by manipulating (i.e., increasing) the probability that the consumers associated the target product with favorable experiences.

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