Photo source: Own bottle
| Figure 4.6 shows a Tupperwa bottle. |
Interference effect occurs when mental processes are made slower and less accurate by conflicting mental processes.
The example as shown in Figure 4.6 shows an imitation of the famous brand, Tupperware. Proactive interference which happens when existing memory interferes with new information can be seen here. The logo of the imitation brand is deliberately designed to confuse the buyers as it looks similar to the Tupperware brand. It manipulates the buyer’s existing knowledge of the famous Tupperware logo so that they will think it is the real logo from a glance as they have the same font too. However upon looking longer, users will notice the missing ‘R’ and ‘E’. Therefore interference effect is evident here as the imitation brand has caused the mental processes to be inaccurate and slower,therefore confusing the buyers.
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