Recall of Television Advertisements as a Function of Program Evaluation

Barrie Gunter · Adrian F Furnham · Christopher Beeson

52 citations0/0 files storedThe Journal of Psychology

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Marketing and Advertising Strategies Memory Processes and Influences Media Influence and Health

Abstract

The effects of program content and program evaluation on viewers' ability to remember advertisements placed in the middle of a television program were examined. University undergraduates (N = 129) took part in what was described to them as a program evaluation study. Results showed no differences in recall as a function of the content of the program watched, but program evaluation ratings were significantly related to recall of advertisements. Greater program involvement as indicated by measures of liking, perceived credibility, perceived contemporaneity, and affective response was associated with poorer free and cued recall of advertising content.

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2025Advances in Consumer Research 1991The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase 1987Happy and Sad TV Programs: How They Affect Reactions to Commercials 1991Television Commercial Evaluation in the Context of Program Induced Mood: Congruency versus Consistency Effects 1988The Super Bowl: An Investigation into the Relationship Among Program Context, Emotional Experience, and Ad Recall 1988Advertising's Immediate and Delayed Influence on Brand Attitudes: Considerations across Message-Involvement Levels 1992Context Effects on Recall and Recognition of Magazine Advertisements 1983The Communication Effects of Controversial Sexual Content in Television Programs and Commercials

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