Effects of Presentation Order and Communication Modality on Recall and Attitude

Unnava, H. Rao; Burnkrant, Robert E.; Erevelles, Sunil

doi:10.1086/209412

Cited by 62 publications

(41 citation statements)

References 21 publications

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“…184-185;Unnava, Burnkrant, & Erevelles, 1994). This type of explanation fails to account for the significant recall differences between audio and video presentations reported in this article and in a number of other studies, because neither audio nor video presentations offer any opportunities for self-pacing or rearrangement of message content.…”

Section: Discussioncontrasting

confidence: 58%

“…The significance of this difference is that when identical messages are presented in different modalities of communication for experimental comparisons, with exposure times equalized between treatment conditions for control of the extraneous variable of learning duration, most participants who receive written messages have time to read and to re-read the whole or part of the text, but in the other conditions the recipients have no control over the pace of presentation and therefore do not have the advantage of repetition. Furthermore, it is only in the print modality that the reader has some control over the order of presentation of information, and there is evidence that the order of presentation of information has a greater effect on recall in the audio than the print modality (Unnava, Burnkrant, & Erevelles, 1994). The self-pacing and rearrangement properties of the print modality may explain the learning superiority of complex material presented in print, and they may also explain why this superiority is not apparent for simple material (Chaiken & Eagly, 1976), because simple information can presumably be assimilated easily without repetition or rearrangement.…”

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confidence: 99%

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Modality of Communication and Recall of Health-related Information

Corston

Colman

1997

J Health Psychol

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A health warning was presented to 89 female and 19 male students aged 17-36 years via three modalities or channels of communication: a "talking head" (video), an audiotape recording (audio), or a printed transcript (print). The verbal content of the message was identical in all three conditions. Participants' free recall, cued recall (recognition), and global recall of the message was then measured. On two separate dependent measures and a combined measure, recall was significantly (p < .005) better in both the audio and print conditions than in the video condition. No significant differences in recall were found between the audio and print conditions. These results, and those of earlier studies of modality effects on recall of information, are discussed in terms of self-pacing and distraction theories.

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Section: Discussioncontrasting

confidence: 58%

mentioning

confidence: 99%

Modality of Communication and Recall of Health-related Information

Corston

Colman

1997

J Health Psychol

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“…The pattern of the baseline hazard implies that the first few seconds of the ad are crucial to obtaining viewer attention and that the executional elements in these initial seconds may play a more important role in determining the level of attention than those in the later stages of the ad. Our findings underscore the importance of the temporal aspects of the executional cues in the commercial, such as the order in which arguments are presented (Unnava et al, 1994), the time to initial presence of the brand name and the cumulative rates of occurrence of various executional components of the commercial (Alwitt et al, 1993).…”

Section: Baseline Hazardsupporting

confidence: 52%

Describing the Dynamics of Attention to TV Commercials: A Hierarchical Bayes Analysis of the Time to Zap an Ad

Gustafson

Siddarth

2007

Journal of Applied Statistics

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This paper provides insights into the dynamics of attention to TV commercials via an analysis of the length of time that commercials are viewed before being 'zapped'. The model, which incorporates a flexible baseline hazard rate and captures unobserved heterogeneity across both consumers and commercials using a hierarchical Bayes approach, is estimated on two datasets in which commercial viewing is captured by a passive online device that continually monitors a household's TV viewing. Consistent with previous findings in psychology about the nature of attentional engagement in TV viewing, baseline hazard rates are found to be non-monotonic. In addition, the data show considerable ad-to-ad and household-to-household heterogeneity in zapping behavior. While one of the datasets contains some information on characteristics of the ads, these data do not reveal any firm links between the ad heterogeneity and the ad characteristics. A number of methodological and computational issues arise in the hierarchical Bayes analysis.Heterogeneity, hierarchical Bayes, marketing,

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“…Researchers have identified several dimensions of message structure in marketing communications (Kamins & Assael, 1987;Pechmann & Stewart, 1990;Unnava, Burnkrant, & Erevelles, 1994). However, previous conceptions of structure are inadequate for the purpose of defining argument quality because many of these variables involve differences in the actual claims made about the product.…”

Section: Structural Aspects Of Verbal Argumentsmentioning

confidence: 99%

The effects of structural and grammatical variables on persuasion: An elaboration likelihood model perspective

Areni

2003

Psychology and Marketing

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In research examining the elaboration likelihood model (ELM), argument quality has generally been treated as an expedient methodological tool rather than a conceptually meaningful construct. Differences between strong and weak arguments have typically been cast in terms of pretest results and/or the ad hoc interpretations of researchers. Given the importance of creating effective verbal arguments in marketing communications, a stronger theoretical rationale is needed to establish why, exactly, some verbal arguments are more persuasive than others. Drawing on the literature in logic, social psychology, jurisprudence, and sociolinguistics, this research examines various structural and grammatical elements of verbal arguments in order to develop conceptually meaningful definitions of argument quality and more rigorous theoretical accounts of argument-driven persuasion within the ELM. Several research propositions are derived in order to suggest directions for future research on argument-driven persuasion. ᭧

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Effects of Presentation Order and Communication Modality on Recall and Attitude

Cited by 62 publications

References 21 publications

Modality of Communication and Recall of Health-related Information

Modality of Communication and Recall of Health-related Information

Describing the Dynamics of Attention to TV Commercials: A Hierarchical Bayes Analysis of the Time to Zap an Ad

The effects of structural and grammatical variables on persuasion: An elaboration likelihood model perspective

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