Interference Effects of Contextual Cues in Advertisements on Memory for Ad Content

The effectiveness of advertisements has been an issue of great concern to marketers, especially with the rapid increase in the number of marketing communications that the average consumer receives every day. Prior research has examined the impact of verbal interference on consumers’ memory for different elements of the advertisement—that is, interference caused by similar verbal elements in advertisements for brands in the same product category. This study examined the impact of similar contextual or background stimuli on consumers’ memory for different elements of the advertisement. Consumers were exposed to print advertisements for products in different product categories. The similarity of contextual cues—that is, background scenes—was manipulated (similar vs. dissimilar). Using a 2 (contextual cues interference: low and high) x 2 (processing goal: ad and brand) x 3 (cues: brand name, ad photo, product class) between‐subjects design, it was found that exposure to ads with similar contextual elements reduced individuals’ ability to recall not only contextual or background elements but also brand name from a target advertisement.     

The Anugītā as a Gloss on the Bhagavadgītā—Part I: The Origin of Erroneous Exegetical Tradition of the Bhagavadgītā

Journal of Indian Council of Philosophical Research - The Anugītā has been considered as the first gloss known to us on the Bhagavadgītā. The Anugītā set erroneous...     

Development of concrete operational thought and information coding in schooled and unschooled children

In this study, we examine the influence of schooling and age on the development of concrete and operational thought and information processing as measured by non-Piagetian tasks. One hundred schooled and 100 non-schooled children in the age brackets of 6–8 and 10–12, and 50 4–6-year-old preschool children from a relatively homogeneous socio-demographic background in a rural part of India were given four tests for information-coding processes. Half of the subjects in each group were also given four Piagetian concrete operational tasks. As predicted, performance on Piagetian tasks increased as a function of age only, whereas the effects of schooling, age, and their interaction were clearly observed for coding processes. It is concluded that information-processing modes rather than concrete operational skills are more sensitive to cognitive consequences of schooling.     

Caste or Christ?

This article offers empirical research using qualitative methodology to identify the presence of the caste system in the Seventh-day Adventist Church in South Asia. The findings are based on the interviews of ten participants aged 18 to 36 from at least four language groups: Tamil, Telugu, Hindi, and Malayalam. All the participants volunteered to participate in the study. Three among the ten did face-to-face interviews, and the remaining seven participants were interviewed online through the Zoom platform. The findings suggest a need to expose and eliminate the discrimination and shame caused by the caste system if the church is to remain faithful to Christ's teaching of equality among the human family.