Social Context and Advertising Memory

摘要: Abstract This article examines the influence of presence others on advertising memory. The authors take an intrapsychic perspective social desirability and propose that others—in absence direct interaction—leads to automatic activation a concern with impression are forming. They find words applicable accessed faster when respondents in another person than they alone. Across three experiments, semantic (but not perceptual) memory for advertisements is greater neutral cues after exposed these actual or imagined Respondents' chronic management tendencies (self-monitoring) moderate effects, suggesting effects are, at least part, determined by motivational factors. novel theoretical framework provides implications advertisers m...