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Effects of Product–Program Congruity and Viewer Involvement on Memory for Televised Advertisements 1
Author(s) -
Furnham Adrian,
Gunter Barrie,
Richardson Freya
Publication year - 2002
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.2002.tb01423.x
Subject(s) - recall , psychology , cued recall , advertising , context (archaeology) , set (abstract data type) , cued speech , product (mathematics) , free recall , test (biology) , product placement , social psychology , cognitive psychology , computer science , paleontology , geometry , mathematics , business , biology , programming language
This study examined the effects of program context on the memory of congruent or incongruent television (TV) advertisements on a youth sample ( N = 123) aged 16 to 19 years. An experimental design was developed to test memory for a set of 6 car advertisements and 6 food advertisements within 2 program contexts: a car program and a food program. Memory for car advertisements was significantly better than memory for food advertisements in the free‐recall condition, but the opposite was true in the cued‐recall condition. Free recall of car advertisements in the food program was significantly better than of food advertisements in the food program. Levels of involvement were found to be unrelated to recall and recognition of advertisements.