Recall of Television Commercials as a Function of Viewing Context
The Impact of Program-Commercial Congruity on Commercial Messages
Bibliographic Data
| ID | 10124472 |
|---|---|
| Authors | Andrew Sharma (Salisbury State University, corresponding author) |
| Year | 2000 |
| Volume | 127 |
| Issue | 4 |
| Pages | 383-396 |
| Publication date | 2000-10-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | The Journal of General Psychology (JOURNAL) |
| Journal identifiers | ISSN: 0022-1309 • E-ISSN: 1940-0888 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/00221300009598592 |
| PMID | 11110001 |
| OpenAlex | W2128603092 |
| Language | EN |
| Citations received | 1 |
| References cited | 33 |
The effect of the congruity between the involvement types of advertising commercial and a television program on the effectiveness of the commercial was studied. Participants (N = 103) viewed either a cognitive or an affective commercial for a product, which was embedded in either a cognitive or an affective television program. The results showed that the effects of the congruence influence the impact on memory. Free recall and cued recall were significantly influenced by the program-commercial congruity. Free recall and cued recall were significantly higher for the cognitively involving commercial in the cognitively involving program context than in the affectively involving program context. Similarly, free recall and cued recall were significantly higher for the affectively involving commercial in the affectively involving program context than in the cognitively involving program context
Advertising · Cognition · Cognitive psychology · Context (archaeology · Context effect · Cued recall · Cued speech · Free recall · Product placement · Recall · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Psychology
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| Unique citing works | 1 |
|---|---|
| Citations per year | 0,2 |
| Citation span | 2021 - 2021 (1) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 1 |