ERIC Number: ED263628
Record Type: Non-Journal
Publication Date: 1985-May
Reference Count: N/A
The Role of Emotion in Memory for Television Commercials.
Friestad, Marian; Thorson, Esther
A study applied an associative coding model to discern how emotions experienced during television commercials affect the strength and content of viewer memory for the commercials. Subjects, 25 males and 49 females enrolled at a large midwestern university, tested the model. Emotion was indexed by having viewers continuously turn a dial as they watched four categories of emotional messages: neutral, positive, negative, and poignant. Memory was indexed by the probability of recall and the content of the recall protocols. Following recall, subjects indicated how much they liked the commercials. Results showed that emotional commercials were more likely to be recalled and generated more retrieval of executional information, descriptive words, and inferences than neutral commercials. Emotional commercials were also liked better. Only in repetitions of product category and in generating product characteristics did neutral commercials out-perform emotional ones. Results suggest that a model of episodic memory detailed enough to include emotional events will yield a better picture of how people process television messages. Advertising messages can thus be more accurately designed to meet goals formulated in a marketing plan. (DF)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Sponsor: American Broadcasting Co., New York, NY.
Authoring Institution: N/A