CONTEXT EFFECTS ON MEMORY FOR TELEVISION ADVERTISEMENTS

Claire E. Norris · Andrew M. Colman

74 citations0/0 files storedSocial Behavior and Personality An International Journal

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

Abstract

This study focuses on the hypothesis that television viewers' depth of psychological involvement in a program is inversely related to their recall and recognition of accompanying advertisements. Ninety subjects watched an involving or a relatively uninvolving television program accompanied by six completely unfamiliar advertisements. They then responded to a series of questionnaires designed to measure their perceptions of the programs and the advertisements and their memory for the advertisements. As predicted, subjects' recall and recognition of the advertisements correlated negatively with their ratings of the programs as suspenseful, challenging, involving, and worth remembering, and positively with their ratings of boredom with the programs. But, in sharp contrast, subjects' attitudes towards the advertisements, attitudes towards the brands, and rated intention to buy the products correlated positively with their ratings of the programs as stimulating, thought provoking, attention-grabbing, challenging, immersing, and as having impact.

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2025Advances in Consumer Research 1985Measuring the Involvement Construct 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1987Happy and Sad TV Programs: How They Affect Reactions to Commercials 1990Cognitive and Affective Priming Effects of the Context for Print Advertisements 1990The Mediating Role of Attitude toward the Ad: Some Additional Evidence

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