Memory for televised advertisements as a function of program context, viewer-involvement, and gender

摘要: This study examined the recall of car and food advertisements within either a or television program to investigate relationship between recall, content, viewer involvement. The participants, 92 (52 male, 40 female) sixth-form (high school) students, aged 16-17 years, were randomly assigned one four conditions. As predicted, placed dissimilar content recalled significantly better than if similar content. A gender bias in was found with females recalling female-orientated products males. Viewer-involvement ratings factored onto three factor clusters: enjoyable, cheerful, humorous. Negative correlations shown cheerfulness program, positive program. Finally, implications results considered.