TITLE:
The Effects of a Health-Based Context on Memory for Advertisements
AUTHORS:
Sundus Mahdi, Adrian Furnham
KEYWORDS:
Television Advertisements, Time of Day, Context, Congruency
JOURNAL NAME:
Psychology,
Vol.7 No.8,
July
22,
2016
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.