Suspense and Advertising Responses

Suspense is a cognitive and emotional reaction that is evoked by time‐dependent structural characteristics of an unfolding dramatic narrative. Suspense within narratives is defined and its structural antecedents, based on characteristics of suspense that have been studied within the context of film and fiction, are identified. Results of three studies offer evidence that suspenseful commercials can be identified and discriminated from other types of commercials. As they watch, viewers of suspenseful commercials show a combination of hope and fear emotional responses. A parameter of online hope and fear responses is positively correlated with attitude toward the ad for suspenseful, but not for nonsuspenseful, commercials. Perceptions of suspense‐related characteristics predict attitude toward the ad for suspenseful commercials, but are 1 of several predictors for nonsuspenseful commercials. A negative aspect of suspenseful commercials is that there is less brand–content integration.     

Serial position effects in recall of television commercials

Does the position of a television commercial in a block of commercials determine how well it will be recalled? The findings of naturalistic studies can be affected by uncontrolled presentation, viewing, and retention variables. In the present article, college students viewed lists of 15 commercials in a laboratory simulation and recalled the product brand names. In an immediate test, the first commercials in a list were well recalled (a primacy effect), as were the last items (a recency effect), in comparison with the recall of middle items. In an end-of-session test, the primacy effect persisted, but the recency effect disappeared. Embedding lists within a television program again produced better recall of the first items during end-of-session tests of recall and recognition. These results offered convergent validity for the naturalistic studies of commercial memory, and they supported the usefulness of combining laboratory and field methods to answer questions about everyday memory.     

The effect of perceptual-motor continuity compatibility on the temporal control of continuous and discontinuous self-paced rhythmic movements

One of the questions yet to be fully understood is to what extent the properties of the sensory and the movement information interact to facilitate sensorimotor integration. In this study, we examined the relative contribution of the continuity compatibility between motor goals and their sensory outcomes in timing variability. The variability of inter-response intervals was measured in a synchronization-continuation paradigm. Participants performed two repetitive movement tasks whereby they drew circles either using continuous or discontinuous self-paced movements while receiving discrete or continuous auditory feedback. The results demonstrated that the effect of perceptual-motor continuity compatibility may be limited in self-paced auditory-motor synchronization as timing variability was not significantly influenced by the continuity of the feedback or the continuity compatibility between feedback and the movement produced. In addition, results suggested that the presence of salient perceptual events marking the completion of the time intervals elicited a common timing process in both continuous and discontinuous circle drawing, regardless of the continuity of the auditory feedback. These findings open a new line of investigation into the role of the discriminability and reliability of the event-based information in determining the nature of the timing mechanisms engaged in continuous and discontinuous self-paced rhythmic movements.     

Memory for Sexual and Nonsexual Television Commercials as a Function of Viewing Context and Viewer Gender

The present study investigated memory for sexual and nonsexual commercials as a function of programme‐commercial congruity and programme‐induced level of involvement. Participants were allocated to one of four conditions: sexual programme with sexual or nonsexual commercials and nonsexual programme with sexual or nonsexual commercials. Recall and involvement levels were tested with a series of memory tests and programme ratings. It was predicted that sexual advertisements would be recalled and recognised better overall, that the sexual programme context would impair memory for commercials, and that level of involvement with the programme would inversely correlate with recall and recognition of the commercials and their content. Recall of sexual advertisements was found to be better than for nonsexual advertisements, and subjective ratings of programme involvement were higher for the sexual programme. Neither the perceived involvement level nor programme type affected memory for the commercials overall, but men were shown to remember sexual advertisements better than nonsexual advertisements—particularly when the sexual advertisements were embedded in a sexual programme. Women were equally good at remembering sexual and nonsexual advertisements. Implications of the current results and suggestions for future research are discussed. Copyright © 2013 John Wiley & Sons, Ltd.     

Scenting movie theatre commercials: The impact of scent and pictures on brand evaluations and ad recall

We utilize a novel advertising context—commercials seen in a simulated movie theater setting while ambient scent is emitted into the atmosphere—to explore the effects of multisensory cues on brand evaluation and advertising recall. Although both pictorial and olfactory cues enhance brand evaluations and ad recall overall, we find that olfactory (vs pictorial) cues generate more positive feelings toward the brand and enhance recall to a greater extent. We also find that, after a long time delay, re‐experiencing the scent activates pictures' ability to facilitate recall. Theoretical and managerial implications are discussed. Copyright © 2012 John Wiley & Sons, Ltd.     

Exploring Gender Effects in a Mobile Advertising Context:On the Evaluation of Trust, Attitudes, and Recall

This study examines how gender affects mobile advertising acceptance in Japan. Drawing upon cultural, socioeconomic, and industry-specific factors, five hypotheses and two research questions are formulated for four dependent variables (trust, attitude toward the ad, attitude toward the brand, and ad recall) and two independent variables (gender and ad type). User frequency was considered a covariate. An empirical survey was conducted in Japan: Forty thousand respondents were randomly selected, and 3,254 responses were received. Two mobile campaigns (one durable and one nondurable good) were used as stimuli. Multivariate data analysis found significant multivariate effects as well as univariate effects. There was a significant interaction effect of gender and ad type on ad recall. In closing, the study’s implications are discussed.     

Articulatory organization in digit perception and recall

In two experiments, tape-recorded strings of seven recall digits were preceded by a redundant stimulus prefix containing either one or three digits. The prefix and recall digits (1) were articulatorily continuous, or (2)were made discontinuous by tape-splicing, or (3)were made discontinuous by deliberately spoken prosodic contour. Subjects were instructed to ignore the redundant prefixes and report only the recall digits. The main results were: (1)Compared to strings preceded by no prefix, all prefix conditions reduced recall. (2)Three-digit prefixes reduced recall less than one-digit prefixes. (3) In most cases, spliced prefixes reduced recall less than intact prefixes. Acoustic waveform measurements are presented to provide a partial account for the results.     

Prior induced affect and sex differences in attraction

Male (N = 90) and female(N = 90) Ss were shown either 12 humorous or 12 serious TV commercials and were asked to rate each commercial on six 7-point personal feelings scales as well as on a 6-point evaluative (like-dislike) scale. The Ss were then shown the purported evaluative responses of a same-sex stranger which were .17, .50, or .83 similar to their own. Analysis of the personal feelings scales indicated expected differences (p < .001) in affect associated with the two sets of commercials. Females who viewed the serious commercials evidenced greater attraction toward the stranger than did females who saw the humorous commercials (p < .05). The similarity attraction function for males in the humorous condition had a greater slope and a lower y intercept than the similarity attraction function for males in the serious condition. A factor analysis of female affective responses to five socially relevant commercials in the serious set suggested the operation of two affective dimensions, one of which appeared to reflect feelings of social concern.     

An intervention program for adolescents with behavior problems

Adolescents with behavior problems (aged 12 to 14) attending a regular public high school were in need of an intervention program. The purpose was to enhance their personal and interpersonal functioning as well as to structure a stimulating learning environment. In order to improve their social, educational, and psychological functioning, program objectives were established to help students develop the ability to listen to one another, respect others as well as their opinions, become aware of their own emotions and those of their peers, and recognize and minimize derogatory remarks toward one another. To attain these objectives, relaxation sessions, magic circle activities, art sessions, future planning groups, and decision-making groups were used. Meetings with teachers enabled them to examine and improve their attitudes and relationship with students. Upon completion of the program, the adolescents manifested less disruptive classroom behavior, increased their class participation, and displayed a more positive attitude toward school. The achievement of these behavioral changes indicates that a psychologically oriented intervention program is a feasible addition to a conventional curriculum. Teachers learned the basic skills of program formation, implementation, and evaluation, and most importantly, revitalized their attitude toward troubled students and their profession.     

家庭沟通模式对儿童广告态度的影响

本文以家庭沟通模式理论为基础,通过对151份来自学生及母亲的问卷调查,探讨了不同家庭沟通模式对儿童广告态度的影响,结果表明,交互型和多元型的母亲比保护型和放任型的母亲更经常与孩子一起看电视;交互型和多元型的母亲比保护型和放任型的母亲更经常与孩子讨论电视广告;交互型和保护型母亲对孩子看电视时间的控制要比多元型和放任型的母亲严：交互型和多元型家庭中的儿童对广告的总体态度比另两类儿童对广告的总体态度要积极。     

Attitude processing strategies

Several models of memory-based attitude processing were examined in a laboratory experiment. After receiving stimulus information with implications for either one or both of two attitudes (toward a person and toward a behavior with respect to this person), subjects were asked to recall the information and to report their attitudes. Information was received under instructions to form only one of these two attitudes. Consistent with past research, information was subsequently better recalled when it had implications for the attitude being evaluated than when it did not. However, null effects of the instructional set on reported attitudes suggested that subjects relied on their memory-for-attitude (or additional implications) rather than on memory-for-facts. The present findings extend the generality of this conclusion to behavioral attitudes, large stimulus sets, and heterogeneous stimulus items. Low correlations between recalled stimuli and reported attitudes also supported a memory-for-attitude model. However, correlations between behavioral attitudes and recall of behavioral outcomes increased under certain conditions. Results are discussed in relation to recent findings in person perception research.     

The impact of banners on digital television: the role of program interactivity and product involvement

In a sample of 281 respondents, the effect of a noninteractive and a medium-interactive television program on recall and brand attitudes for low- and high-involvement products advertised in banners during these programs was investigated. Medium-interactive programs resulted in less product and brand recall and recognition of brands in embedded banner advertisements, but generated more positive brand attitudes than noninteractive programs. These effects were more outspoken for a high-involvement product than for a low-involvement product. The impact of perceived program interactivity on brand attitude is fully mediated program valence and involvement for low-involvement products, but not for high-involvement products, for which perceived program interactivity had a direct impact on brand attitude.     

The impact of continuity editing in narrative film on event segmentation

Filmmakers use continuity editing to engender a sense of situational continuity or discontinuity at editing boundaries. The goal of this study was to assess the impact of continuity editing on how people perceive the structure of events in a narrative film and to identify brain networks that are associated with the processing of different types of continuity editing boundaries. Participants viewed a commercially produced film and segmented it into meaningful events, while brain activity was recorded with functional magnetic resonance imaging (MRI). We identified three degrees of continuity that can occur at editing locations: edits that are continuous in space, time, and action; edits that are discontinuous in space or time but continuous in action; and edits that are discontinuous in action as well as space or time. Discontinuities in action had the biggest impact on behavioral event segmentation, and discontinuities in space and time had minor effects. Edits were associated with large transient increases in early visual areas. Spatial-temporal changes and action changes produced strikingly different patterns of transient change, and they provided evidence that specialized mechanisms in higher order perceptual processing regions are engaged to maintain continuity of action in the face of spatiotemporal discontinuities. These results suggest that commercial film editing is shaped to support the comprehension of meaningful events that bridge breaks in low-level visual continuity, and even breaks in continuity of spatial and temporal location.     

Intergenerational continuity and discontinuity in Mexican-origin youths' participation in organized activities: insights from mixed-methods

Motivation theories suggest that parents are an integral support for adolescents' participation in organized activities. Despite the importance of parents, the field knows very little about how parents' own experiences in activities influence the participation of their adolescent children. The goals of this study were to examine (a) the patterns of intergenerational continuity and discontinuity in parents' activity participation during adolescence and their adolescents' activity participation, and (b) the processes underlying each of these patterns within Mexican-origin families. Qualitative and quantitative data were collected through three in-depth interviews conducted with 31 seventh-grade adolescents and their parents at three time points over a year. The quantitative data suggested there was modest intergenerational continuity in activity participation. There were three distinct patterns: nine families were continuous participants, seven families were continuous nonparticipants, and 15 families were discontinuous, where the parent did not participate but the youth did participate in activities. The continuous participant families included families in which parents valued how organized activities contributed to their own lives and actively encouraged their adolescents' participation. The continuous nonparticipant families reported less knowledge and experience with activities along with numerous barriers to participation. There were three central reasons for the change in the discontinuous families. For a third of these families, parents felt strongly about providing a different childhood for their adolescents than what they experienced. The intergenerational discontinuity in participation was also likely to be sparked by someone else in the family or an external influence (i.e., friends, schools).     

Girls' and Boys' Changing Attitudes Toward School

This study considered children in kindergarten, first grade, and second grade in order to determine whether boys and girls differ from one another in their attitudes toward school when they first begin, and whether the relationship between boys' and girls' attitude changes with time. The information used in the study was collected during an evaluation of the California preschool program. A total of 6011 educationally disadvantaged children in 148 elementary schools were selected for the evaluation. The Attitude to School Questionnaire, developed at UCLA, was used to measure attitude. The study found that the sample of disadvantaged girls and boys has similar attitudes toward school in kindergarten. As they progress through the second grade, girls' attitude remains stable, while boys' attitude improves. The study also found that the differences between these attitude patterns were statistically significant. The study's results challenge the belief that girls have a better attitude toward school and suggest that differences in attitude between girls and boys develop between kindergarten and first grade.     

Sex Guilt and Receptivity to Condom Advertising

The personal and social costs of unintended pregnancy and HIV infection point to the need for ongoing research designed to enhance the effectiveness of preventive advertising, particularly to those segments at greatest risk. One segment that appears to be at significant risk is comprised of individuals who experience high levels of guilt about sex. This study seeks to determine whether high sex-guilt (SG) individuals are unique in their processing, recall, and evaluative responses to advertising for condoms. Two hundred fifty-two college-aged men and women were randomly assigned to two versions of a condom advertisement that differed in terms of self- referencing vs. other-referencing in the message copy. A 2 × 2 × 3 (Gender × Self- Versus Other-Referencing Message Copy × High, Moderate, and Low Sex Guilt), between subjects ANOVA design was used to test hypothesized relationships. For female, but not male, participants, high SG was inversely related to depth of processing, recall, positive thoughts about the ad, and perceived credibility of the ad. For both genders, high SG was inversely related to perceived ad informativeness, attitude toward the ad, and attitude toward the brand. Message design interacted with SG and gender on an important outcome measure—purchase intention. Study implications are discussed, and avenues for future research are suggested.     

The past as a determinant of the present: Historical continuity,collective angst,and opposition to immigration

We propose that the perceived continuity between a group's past and present can be a psychological resource that provides confidence in the group's future vitality, thereby reducing the need to preserve identity. In two studies, English participants were told that there was continuity or discontinuity between England's past and present. Both studies showed that higher identifiers (but not lower identifiers) experienced more collective angst (i.e., concern for the group's future) and were more opposed to immigration when English history was presented as discontinuous compared with continuous. Importantly, collective angst mediated the effect of the historical continuity manipulation on opposition to immigration. We conclude that, particularly among those higher in group identification, perceived discontinuity of the group's past can undermine the perceived vitality of the future, thereby increasing the need to preserve current collective identity. Copyright © 2011 John Wiley & Sons, Ltd.     

背景线索对视觉客体连续性表征的影响

该研究考察了背景线索连续性对客体心理表征连续性的作用。采用2（目标客体运动形式：连续和不连续）×2（引导线索运动形式：连续和不连续）两因素被试内设计,12名被试参加实验。结果发现,目标客体在时空上不连续时,连续线索条件下对颜色变化检测反应时小于线索不连续条件;目标客体在时空上连续运动时,不连续线索条件下对目标颜色变化的检测反应时高于线索连续条件。因此,不连续背景线索对物理层面上连续运动客体的表征有干扰影响：连续背景线索对物理层面上不连续运动客体的表征有促进作用。这说明特殊的时空条件如背景线索引导会对客体表征连续性产生重要影响。     

The perception of consistency in attitudes

A study was conducted to test the hypothesis that when people change their attitudes they reduce the dissonance associated with the inconsistency of their new and previous positions by distorting their recall of their initial stand to make it consistent with their new attitude. Small groups of high school students discussed bussing, one of 30 pretested issues. An experimental confederate participated in each session with the task of effecting attitude change. After the discussion, the subjects' new attitudes were assessed and they were asked to duplicate their pretest scores. The results confirmed the hypothesis. Subjects distorted their recall of their initial stand on bussing so as to make it consistent with their new attitude. Such distortion allows persons to feel that their new position is the one they have always held. The subjects made such recall errors only on the bussing issue. Control subjects did not distort their original bussing attitudes.