The Effects of Auditory Structural Complexity on Attitudes,Attention, Arousal,and Memory

Twenty-five participants listened to 8 radio messages—half of which were greater in auditory structural complexity. Physiological measures were taken during message presentation, and self-report measures after each. Results show that increased auditory structural complexity led to higher self-reported and physiological arousal, better attitudes toward the messages overall and toward their nonclaim components. There were no differences in attitudes toward the claims made in the messages at each level of structural complexity. Structurally complex messages were also freely recalled more often than simple messages. The prediction that messages high in auditory structural complexity would result in greater self-reported attention levels received only moderate support. Furthermore, high levels of auditory structural complexity resulted in unexpectedly higher cardiac activity compared to messages low in structural complexity.