Encoding Of The Sino-british Native Trilingual Consumer Brand Memory

Memory is the fundamental of human cognitive ability. However, brand memory is the necessary pre-task of consumer cognitive behavior in modern business world. Human mostly encode various information in auditory pattern and visual pattern, finding a proper information format to accelerate communication. According to this, we create language as the most important encoding method to exchange our thinking and emotion through speaking and writing. In present global commercial environment, understanding the differences and new trends in the behavior of new age consumers, who have more complex cross culture background is becoming a new crucial factor to maintain success in competition.Cross culture and psycholinguistic related research always adapt well verified cognitive psychological theories including short term memory (STM) and explicit memory. We also follow the same trail and deploy our experiment which abide these theories and use both non-English and non-Chinese native speakers as participants to expand existed research and explore unknown area in this field. We expect some new findings, which can support significant brand memory differences in auditory exposure for alphabetic language and visual exposure for ideographic language; moreover, we still want to have new evidence to confirm that even different languages in their own categories, alphabetic or ideographic, can also support this theory.Results of our experiment confirm hypothesizes. Significant brand memory difference shows up in each language categories especially in auditory exposure for alphabetic language, but in visual exposure, the difference seems not too obvious, compared to the existed research. Further more, memory capability seems to become a new factor to impact free recognize task in the whole process.This paper selects real brand names as stimuli from over 2000 international companies, especially in Asia-Pacific region and China. All stimuli are serious selected under psychological rules for explicit memory experiment. We also use trilingual person who can speak both alphabetic language like English and ideographic language, for instance we find Chinese as our participant. All participants are not English and Chinese native speaker and are all paid after experiment. We make this improvement to expand existed research and explore new findings in psycholinguistic field.