How can you
capture core beliefs and attitudes?

An effective advertisement changes consumer beliefs about a brand, company or product category, mostly at an unconscious level. Thus, to identify what changes have occurred, and to what degree, it is necessary to tap into consumers’ memories in indirect ways.

Memory Integration (MI) measures the unconscious effects of an advertisement on consumers’ preexisting beliefs and attitudes. MI measures which beliefs and feelings are shifted by the ad, and by how much, even if the consumer is unaware of the changes. Research has shown this approach to be a more accurate and predictive indicator of advertising effectiveness than mere recall of an ad, likeability measures, or stated purchase intentions.