Serial Position Effects in Recall of Television Commercials

Bibliographic Data

ID10122018
AuthorsWilliam S Terry (University of North Carolina at Charlotte, corresponding author), W Scott Terry
Year2005
Volume132
Issue2
Pages151-164
Publication date2005-04-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueThe Journal of General Psychology (JOURNAL)
Journal identifiersISSN: 0022-1309 • E-ISSN: 1940-0888
PublisherTaylor & Francis (PUBLISHER • GB)
DOI10.3200/genp.132.2.151-164
PMID15871298
OpenAlexW2116234040
LanguageEN
Citations received4
References cited16

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

Advertising · Cognitive psychology · Free recall · Presentation (obstetrics · Product (mathematics · Recall · Recall test · Serial position effect · Session (web analytics · Test (biology · Deception detection and forensic psychology · Memory Processes and Influences · Psychological and Educational Research Studies · Psychology · Social Psychology

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