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A nonverbal test of naturalistic memory for alcohol commercials
Author(s) -
Stacy Alan W.,
Pearce Steve G.,
Zogg Jennifer B.,
Unger Jennifer,
Dent Clyde W.
Publication year - 2004
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20007
Subject(s) - psychology , nonverbal communication , test (biology) , discriminant validity , cognitive psychology , social psychology , developmental psychology , psychometrics , paleontology , internal consistency , biology
This study investigated a nonverbal test of memory for naturally occurring events: alcohol commercials. Such tests, supported by dual‐code and transfer‐appropriate processing perspectives from basic research, are useful for research on consumer behavior and public health. The participants were 750 adolescents who completed a nonverbal test of memory, tailored to detect prominent visual features of remembered alcohol commercials. The results showed (a) that independent judges reliably coded primary features of remembered advertisements along most dimensions, and (b) the test met important criteria for convergent and discriminant validity in comparisons with other measures. Applications were proposed for research on advertising effects, health behavior, and media copy testing. © 2004 Wiley Periodicals, Inc.