Children’s memory for television advertising: effects of programme–advertisement congruency.
Article
Gunter, B., Baluch, B., Duffy, L. and Furnham, A. 2002. Children’s memory for television advertising: effects of programme–advertisement congruency. Applied Cognitive Psychology. 16 (2), pp. 171-190. https://doi.org/10.1002/acp.776
Type | Article |
---|---|
Title | Children’s memory for television advertising: effects of programme–advertisement congruency. |
Authors | Gunter, B., Baluch, B., Duffy, L. and Furnham, A. |
Abstract | The effects of the surrounding programme environment and level of involvement upon children’s memory (year 6 primary school, mean age 11.1, SD ¼0.4, 48 boys and 69 girls) for television advertisements was examined by manipulating the degree of congruency between the production genre of the programme and the advertisements embedded within it. In Experiment One (n ¼56) the ad-break comprised either all cartoons (n ¼4) or all non-cartoons (n ¼4). In Experiment Two (n ¼61) cartoon and non-cartoon advertisements were equally represented in each ad-break. After viewing, participants provided evaluative ratings of the programme and completed memory tests for advertisements, using prompted recall and brand-recognition tasks. Memory performance overall was better for cartoon advertisements than for non-cartoon advertisements, with the latter being |
Research Group | Language, Learning and Cognition group |
Publisher | Wiley |
Journal | Applied Cognitive Psychology |
ISSN | 0888-4080 |
Publication dates | |
Mar 2002 | |
Publication process dates | |
Deposited | 18 Apr 2011 |
Output status | Published |
Digital Object Identifier (DOI) | https://doi.org/10.1002/acp.776 |
Language | English |
https://repository.mdx.ac.uk/item/8345w
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