Proactive interference effects with television news items: Further evidence.

Gunter, Barrie; Berry, Colin; Clifford, Brian R.

doi:10.1037/0278-7393.7.6.480

Cited by 20 publications

(9 citation statements)

References 15 publications

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“…This effect had previously been noticed to occur in the context of memory for televised news (e.g. Gunter et al, 1980Gunter et al, , 1981. No support was found for such an effect in the current research.…”

Section: Discussioncontrasting

confidence: 55%

Children's memory for television advertising: effects of programme–advertisement congruency

Gunter

Baluch

Duffy

et al. 2002

Applied Cognitive Psychology

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The effects of the surrounding programme environment and level of involvement upon children's memory (year 6 primary school, mean age 11.1, SD ¼ 0.4, 48 boys and 69 girls) for television advertisements was examined by manipulating the degree of congruency between the production genre of the programme and the advertisements embedded within it. In Experiment One (n ¼ 56) the ad-break comprised either all cartoons (n ¼ 4) or all non-cartoons (n ¼ 4). In Experiment Two (n ¼ 61) cartoon and non-cartoon advertisements were equally represented in each ad-break. After viewing, participants provided evaluative ratings of the programme and completed memory tests for advertisements, using prompted recall and brand-recognition tasks. Memory performance overall was better for cartoon advertisements than for non-cartoon advertisements, with the latter being poorly remembered when presented in the non-cartoon programme. In Experiment Two, the programme had no effect on overall recall of advertising, but was related to brand recognition, which was better for advertisements placed in the cartoon programme. Free recall of non-cartoon advertisements was best when placed in the cartoon programme, while free recall only of cartoon advertisements was best when placed in the non-cartoon programme. The measures of audience involvement (programme ratings) did not show any significant correlation with memory for advertising.

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Section: Discussioncontrasting

confidence: 55%

Children's memory for television advertising: effects of programme–advertisement congruency

Gunter

Baluch

Duffy

et al. 2002

Applied Cognitive Psychology

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“…Evidence of format-dependent PI build-up and release has only previously been reported by Gunter et al (1981), and was of a rather tentative nature. If these effects result from processes on the input side, they may be related to Taylor and Thompson's (1 982) suggestion that vivid information is recalled better than pallid information, and that a mixture of vivid and pallid material evokes enhanced attention.…”

Section: Discussionmentioning

confidence: 90%

“…One is build-up of proactive interference (PI) with unvaried visual format. Gunter, Berry and Clifford (1981), using a PI build-up-and-release paradigm (Wickens, 1970), found evidence of release in changing from pictures to 'talking head' format. A PI interpretation is encouraged by Gunter's (1980) evidence of enhanced learning from 'talking head' lead-ins when picture sequences were interspersed in the body of the reports.…”

mentioning

confidence: 99%

Multiple effects of visual format on TV news learning

Berry

Brosius

1991

Applied Cognitive Psychology

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Two experiments were conducted on edited TV newscast sequences to clarify effects of film accompaniment on learning from heard news text. In Experiment 1,150 British subjects viewed a sequence with either film format throughout or alternating film and 'talking head' format between items. Those items that were presented by 'talking heads' in the mixed sequence were learned better with film format, in which the heard text was accompanied by appropriate moving pictures. However, no effect of uniform context was found on the remaining items. In Experiment 2, 91 German subjects viewed one of four versions of a bulletin, one with 'talking head', one with film throughout, the other two having complementary mixed-format patterns. Besides confirming a beneficial effect of film presentation over 'talking head' which accords with the findings of all studies of learning from material in the form of national network newscasts, the results showed an impairing effect of uniform visual format. This can explain 'contradictory' findings, notably with atypical test material.Despite progress in identifying presentation and viewer factors in learning from television newscasts (Wooddall, Davis, and Sahin

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“…Turvey and Egan (1970) changed two dimensions at the same time and found performance on trial 4 was equal to performance on trial 1, regardless of whether the retention interval was 5 or 15 sec. Gunter et al (1981) have demonstrated release from PI when testing subjects' memory for news items taped off the evening news. The news stories were classified as being either domestic or international, and recall was always better following a change in type.…”

Section: Dlstra 9 Intervalmentioning

confidence: 99%