Recall of Digital Content as Part of Consumer Response Model

KRAJINA, Anida and Dušan MLADENOVIĆ. Recall of Digital Content as Part of Consumer Response Model. Online. In Darko Dukic, Tomasz Studzieniecki, Jasmina Grzinic. 49th International Scientific Conference on Economic and Social Development. Book of Proceedings. Zagreb: Varazdin Development and Entrepreneurship Agency, Varazdin, Croatia, 2019, p. 36-46. ISSN 1849-7535.

Basic information

• Original name: Recall of Digital Content as Part of Consumer Response Model
• Authors: KRAJINA, Anida (70 Bosnia and Herzegovina) and Dušan MLADENOVIĆ (688 Serbia, guarantor, belonging to the institution).
• Edition: Zagreb, 49th International Scientific Conference on Economic and Social Development. Book of Proceedings, p. 36-46, 11 pp. 2019.
• Publisher: Varazdin Development and Entrepreneurship Agency, Varazdin, Croatia

Other information

• Original language: English
• Type of outcome: Proceedings paper
• Field of Study: 50204 Business and management
• Country of publisher: Croatia
• Confidentiality degree: is not subject to a state or trade secret
• Publication form: electronic version available online
• WWW: URL
• RIV identification code: RIV/00216224:14560/19:00112146
• Organization unit: Faculty of Economics and Administration
• ISSN: 1849-7535
• Keywords in English: Consumer response; Online content; Recognition; Recall
• Tags: International impact, Reviewed

Abstract

It appears relatively easy for most of the people to answer the questions such as “what is today’s date” or “describe experiences when you first started your current job”. However, if someone asks “what is the color of the last advertisement you have seen” or “what was the tittle of the newspaper article you have read this morning”, the answers might differ, not only in content but also in the actual recalling. The fact that humans can store and retrieve much information is incontestably fascinating. However, the brain has limited capacities. The question is what makes the person remember some items and contexts and forget others. This study explores the connection between attention and recall by implementing combined eye tracking and laddering interview method. The attended and recalled elements are part of the simulated website in the form of images and text and presented to the generation cohorts Y and Z. The results show that in the short-term memory, the objects that receive the highest attention are remembered better with both cohorts despite the type of the content. However, in the longer time span, the evidence shows that the form of the content influences the remembered exposure with generation Z especially. The results of this study may alter managerial preferences for the optimal content presented on the websites that should correspond to their strategic goals, such as making content marketing more memorable.

Links

• MUNI/A/1155/2018, interní kód MU: Name: The Widespread Influence of Cultural Differences on Digital Marketing

Investor: Masaryk University, Category A