Abstract
22 men and 38 women in an undergraduate psychology class ( M age 19.25 yr.) served in an experiment designed to assess whether a von Restorff effect for advertising slogans could be obtained in an incidental learning situation. The control group rated lists of nine ordinary slogans. The experimental groups rated equal-length lists with a distinctive slogan in the middle of the list. One experimental group rated a slogan considered distinctive because it was of high quality, the other experimental group rated a distinctive slogan considered to be clearly substandard. No mention was made of a test of memory until the rating task and a subsequent distractor task were completed. A significant von Restorff effect was obtained with the high-quality slogan but not with the substandard slogan. A significant relationship between subjects' ratings of slogan distinctiveness and recall was observed.
Published Version
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