The Effects of a Health-Based Context on Memory for Advertisements

Sundus Mahdi,Adrian Furnham

doi:10.4236/psych.2016.78117

Abstract

This study looked at whether heath-based advertisements were remembered when placed in a health (congruity) or non-health (incongruity) based television programme and the extent to which participant involvement influenced recall. The study aimed to test whether programme context had an effect on memory for congruent or incongruent advertisements. Sixth-form students watched either a health or non-health programme, with health or non-health centre-break advertisements. Sessions took place during the morning and afternoon. Free recall and cued recall tests were administered to test memory for the TV adverts. Results found no support for the cognitive priming theory, cognitive interference theory or for contrast effects. The study found little evidence to support any theory as to why programme surround should influence the recall of health advertisements. Limitations of the study are considered.

Highlights

A vast amount of research has looked into the effects of advertisement-programme congruity upon memory (Gunter, Baluch, Duffy, & Furnham, 2002; Furnham, Bergland, & Gunter, 2002a; Furnham, Gunter, & Richardson, 2002b; De Pelsmacker, Geuens, & Anckaert, 2002)
Furnham and Mori (2003) attempted to replicate the findings presented by Furnham et al (1998), failed to present a significant interaction
The results suggest that programme context does not necessarily facilitate memory for advertisements

Summary

Introduction

A vast amount of research has looked into the effects of advertisement-programme congruity upon memory (Gunter, Baluch, Duffy, & Furnham, 2002; Furnham, Bergland, & Gunter, 2002a; Furnham, Gunter, & Richardson, 2002b; De Pelsmacker, Geuens, & Anckaert, 2002). These tested whether memory for advertisements was strengthened when embedded within a programme that was congruent in content (Bushman & Bonacci, 2002; Furnham, Gunter, & Walsh, 1998; Furnham & Mainaud, 2010) or products displayed (Furnham et al, 2002a).

Results

Discussion

Conclusion