Memory for Positive and Negative Political TV Ads: The Role of Partisanship and Gamma Power

Abstract

Despite generating widespread contempt, political TV ads play an important informational role in the lives of citizens. This study examines effects of Ad Type (Positive, Negative, and Comparison) on recognition memory for candidate issue positions. Potential moderators (Ad Sponsor Partisanship X Viewer Partisanship, Ad Type X Viewer Ideology, Ad Type X Viewer Partisanship) of political ad memory are explored, and electroencephalography (EEG) recordings are used to examine whether semantic processing (indexed as brain activity in the gamma band frequency range) mediates main or moderated effects of Ad Type on Memory. Results reveal a significant interaction between Ad Type and Partisanship, with Republicans remembering more from positive relative to negative ads (significant), and Democrats remembering more from negative ads (marginally significant). A direct effect of Gamma on Memory highlights the considerable potential that EEG (in general) and the gamma frequency band (in particular) may hold for the study of message processing.