Memory for radio advertisementsthe effect of program and typicality

  1. Martín Luengo, Beatriz 1
  2. Luna, Karlos 2
  3. Migueles Seco, Malen 1
  1. 1 Universidad del País Vasco/Euskal Herriko Unibertsitatea
    info

    Universidad del País Vasco/Euskal Herriko Unibertsitatea

    Lejona, España

    ROR https://ror.org/000xsnr85

  2. 2 Universidade do Minho
    info

    Universidade do Minho

    Braga, Portugal

    ROR https://ror.org/037wpkx04

Journal:
The Spanish Journal of Psychology

ISSN: 1138-7416

Year of publication: 2013

Issue: 16

Pages: 1-7

Type: Article

DOI: 10.1017/SJP.2013.80 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: The Spanish Journal of Psychology

Abstract

We examined the influence of the type of radio program on the memory for radio advertisements. We also investigated the role in memory of the typicality (high or low) of the elements of the products advertised. Participants listened to three types of programs (interesting, boring, enjoyable) with two advertisements embedded in each. After completing a filler task, the participants performed a true/false recognition test. Hits and false alarm rates were higher for the interesting and enjoyable programs than for the boring one. There were also more hits and false alarms for the high-typicality elements. The response criterion for the advertisements embedded in the boring program was stricter than for the advertisements in other types of programs. We conclude that the type of program in which an advertisement is inserted and the nature of the elements of the advertisement affect both the number of hits and false alarms and the response criterion, but not the accuracy of the memory.

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