A transfer appropriate processing view of consumer memory

Transfer appropriate processing (TAP) theory is presented as a more comprehensive conceptualization of consumer memory than found in the marketing literature. TAP theory as proposed by Morris, Bransford, and Franks (1977) states that memory is a function of the congruency of processing at the time of encoding and retrieval. Propositions regarding memory associated with processing, repetition, and interference are developed from a TAP theory perspective, illustrating its applicability to advertising and marketing communications memory research and how existing literature can be extended. An encoding for retrieval strategy is also offered. Memory measurement and methodological issues are discussed, followed by a discussion of implications and directions for future research.