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Effects of program‐advertisement congruity and advertisement emotional appeal on memory for health and safety advertisements
Author(s) -
Furnham Adrian,
Goh Mei Fang
Publication year - 2014
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/jasp.12200
Subject(s) - recall , cued recall , psychology , advertising , cued speech , free recall , appeal , social psychology , cognitive psychology , business , political science , law
The aim of this study was to examine the memory for health and safety advertisements ( HSAs ) embedded within a congruent (documentary) or incongruent (sitcom) program. A total of 80 participants aged 16–25 years took part. Participants watched either a sitcom or a health‐related program with health and safety and “filler” advertisements. After they watched the 30 minute program, they were given free and cued recall measures as well as program evaluation. These showed that the free recall scores were generally better for HSA s than filler advertisements across both program types, while the cued recall and advertisement recognition scores were better for filler advertisements than HSA s. Memory scores revealed that the HSA s were better remembered than filler advertisements in an incongruent program environment. Health advertisements are better recalled in non‐health‐related programs. This supported the interference hypothesis.