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Context Effects on Recall and Recognition of Magazine Advertisements.pdf (67.03 kB)

Context Effects on Recall and Recognition of Magazine Advertisements.

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journal contribution
posted on 2008-08-04, 14:48 authored by Claire E. Norris, Andrew M. Colman
This experiment tested the hypothesis that depth of involvement in a magazine article is inversely related to subsequent recall and recognition of accompanying advertisements. Subjects read magazine articles interspersed with unfamiliar advertisements for common product types. Results showed that the more deeply the subjects were involved in the articles the less they remembered about the accompanying advertisements. Articles about recipes were rated least interesting, enjoyable, and absorbing, and they elicited less attention and concentration from the readers than fiction and feature articles, but subjects who read the recipes remembered the advertisements best and subjects who read the fiction article remembered the advertisements worst.

History

Citation

The Journal of Advertising, 1992, 21 (3), pp. 37-46.

Published in

The Journal of Advertising

Publisher

M.E. Sharpe.

issn

0091-3367

Available date

2008-08-04

Publisher version

http://www.mesharpe.com

Notes

An experiment on depth of involvement in magazine articles and memory for accompanying advertisements;This is the author's final draft of the paper published as The Journal of Advertising, 1992, 21(3), pp. 37-46. The final published version is available at http://www.mesharpe.com.

Language

en

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