Effects of Product–Program Congruity and Viewer Involvement on Memory for Televised Advertisements1

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.     

Children's and adults' recall of children's news stories in both print and audio‐visual presentation modalities

Research into adults' recall from different presentation modalities has demonstrated a recall advantage for print over television yet recent research indicates that children remember television news better than print news. An experiment was conducted by comparing children's and adults' recall of children's news stories presented in two different modalities, television and print, in order to establish whether children's recall advantage for television is dependent on their age or level of reading proficiency. A sample of 40 adults, 40 13‐year‐olds and 40 11‐year‐olds were presented with children's news stories, either in their original televised form or in a print version. All participants were aware they would be tested for recall. The results of the cued recall test indicated that children from both age groups learned more from the television news than from the print versions, regardless of age or reading proficiency and that adults remembered equal amounts from both presentation modalities. For the 11‐year‐olds the advantage of television was only found for information that had been accompanied by redundant pictures in the televised version, providing support for the dual‐coding hypothesis. For 13‐year‐olds the recall of television was not dependent on the addition of redundant visual information. Viewers and readers were found to invest the same amounts of mental effort, but reported levels of invested mental effort were found to be dependent on age and level of reading proficiency. Copyright © 2002 John Wiley & Sons, Ltd.     

Television viewing and perceptions of women's roles on television and in real life

Television has been heavily criticized in the popular press for the way it depicts women. Narrow and stereotyped portrayals of women may, according to some writers, cultivate misconceptions among the public about the way women are or should be. In a new investigation of this issue a survey study was undertaken with a large British sample in the London ITV region in which data were obtained on TV viewing behaviours and perceptions of the way women are portrayed on TV and beliefs about how they are or should be in real life. Results showed that only weight of action-drama viewing was significantly related to respondents' perceptions of women. Heavy viewers of action-drama content were more likely than light viewers to perceive women in reality as self-reliant, not quarrelsome with other women, not dependent on attractiveness to get on, and not preoccupied by romantic affairs. However, heavy action viewers also tended to believe that most women actually want to become mothers, and do not want careers, and more importantly that women ought to be like this. Only in some respects were these relationships consonant with those inferred by content analysts.     

Television and beliefs about health care and medical treatment

A representative sample of London television viewers answered questions on their attitudes to the quality of medical care they might receive if hospitalized, on their beliefs about the scope for control over one’s health, on the Just World Scale, and on their experience of viewing each of three TV series dealing with health matters. One series is an anodyne soap opera, one a light-hearted talkshow, and the third is a powerful though cynical drama series. Viewing of the latter,The Nation’s Health, was negatively related to expectations of good treatment if hospitalized, a link that did not emerge with experience of the other two programs. Seen in greater detail, the ostensibly linear correlation appears more likely to be a U-shaped relationship with the heaviest viewers being resilient in confidence, unlike light viewers whose confidence may have been shaken enough to deter them from further viewing. The results are discussed as a parallel to the controversy between Gerbner et al. (1977) and Hirsch (1980).     

Can test list context manipulations improve recognition accuracy in the DRM paradigm?

Only test-based manipulations can be used to help people distinguish accurate from false memories once events have been encoded. In two experiments we examined how the type of studied words (weak vs strong associates, or less vs more memorable associates) and nonstudied lure words (related vs unrelated lures) on the test list affect recognition accuracy in the Deese-Roediger-McDermott paradigm. False recognition of critical lures decreased substantially in the related-lure context, but so did correct recognition of studied words. False recognition was little affected by the studied-word manipulations. In general, participants claimed to recognise critical lures as often as weak associates or less memorable studied words but less often than either strong associates or more memorable studied words. The test-list context affected how participants classified their recognition experiences but it did not systematically change their overall memory accuracy.     

How eye movements affect unpleasant memories: support for a working-memory account

Eye movement desensitization and reprocessing can reduce ratings of the vividness and emotionality of unpleasant memories-hence it is commonly used to treat posttraumatic stress disorder. The present experiments compared three accounts of how eye movements produce these benefits. Participants rated unpleasant autobiographical memories before and after eye movements or an eyes stationary control condition. In Experiment 1, eye movements produced benefits only when memories were held in mind during the movements, and eye movements increased arousal, contrary to an investigatory-reflex account. In Experiment 2, horizontal and vertical eye movements produced equivalent benefits, contrary to an interhemispheric-communication account. In Experiment 3, two other distractor tasks (auditory shadowing, drawing) produced benefits that were negatively correlated with working-memory capacity. These findings support a working-memory account of the eye movement benefits in which the central executive is taxed when a person performs a distractor task while attempting to hold a memory in mind.     

Effects of Television Violence on Memory for Violent and Nonviolent Advertising

This study investigated the impact of television violence on memory for advertising, taking into account the possible role of viewer hostility arousal in this context. Experimental participants were exposed to advertising placed within a violent or a nonviolent film clip. One advertisement had 2 versions–violent and nonviolent–and was presented with 2 other nonviolent filler advertisements. Participants completed a mood questionnaire before and after being exposed to the television material, tested for memory for the embedded advertising and asked to rate the film clips and the advertisements using a set of evaluative scales. The nonviolent version of the target advertisement was less well remembered when placed in the violent film than in the nonviolent film, supporting Bushman and Bonacci (2002). In contrast, the violent version of the target advertisement was remembered much better than the nonviolent version when placed in the violent film sequence. Participants' hostility scores were higher only after watching the violent film, and associated with an impairment in the memory of the nonviolent advertisements, while enhancing the memory of the violent advertisement, thus providing some support for Bushman's (1998a) hostile-thought hypothesis.