The effects of television commercial pacing on viewers' attention and memory

Bolls, Paul D.; Muehling, Darrel D.; Yoon, Kak

doi:10.1080/1352726032000068032

Cited by 51 publications

(35 citation statements)

References 15 publications

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“…Indeed, evidence indicates that this is the case. At high levels of resources required (e.g., hyphen fast-paced messages), recognition memory for messages has been shown to decrease compared to medium and low levels (Bolls, Muehling, & Yoon, 2003;A. Lang, Schwartz, Chung, & Lee, 2004;Lee, Angelini, Schwartz, & Lang, 2003).…”

Section: Parsing the Resource Piementioning

confidence: 94%

Parsing the Resource Pie: Using STRTs to Measure Attention to Mediated Messages

Lang¹,

Bradley²,

Park³

et al. 2006

Media Psychology

111

120

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Section: Parsing the Resource Piementioning

confidence: 94%

Parsing the Resource Pie: Using STRTs to Measure Attention to Mediated Messages

Lang¹,

Bradley²,

Park³

et al. 2006

Media Psychology

111

120

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“…However, some research with television and radio has looked at attitudes and liking for messages, evaluation of argument effectiveness, and intent to change behavior. This research has generally shown that fast pacing (at least with young adults) leads to positive attitude toward the messages, increased liking for the messages, increased intent to adopt the product/change advocated by the message, and increased evaluation of argument effectiveness (Bolls et al, 2003; Potter & Choi, in press; Yoon et al, 1998). However, evaluation also interacts with the emotional content of the message.…”

Section: Designing Effective Cancer Communication Messagesmentioning

confidence: 99%

Using the Limited Capacity Model of Motivated Mediated Message Processing to Design Effective Cancer Communication Messages

Lang

2006

Journal of Communication

542

656

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This paper applies the limited capacity model of motivated mediated messages (LC4MP) to the problem of creating effective messages about cancer. A general description of the model is presented and then applied specifically to the task of creating effective cancer communication messages by asking the following questions about cancer communication: (a) What is the goal of the message? (b) Who is in the target market? (c) What medium will carry the message? and (d) What is the motivational and personal relevance of the main information in the message for the majority of people in the target market? The paper concludes that cancer is a motivationally relevant topic that will elicit aversive activation. Target markets for various types of cancer-related messages (e.g., smokers or people of a certain age) will process mediated messages in predictably different ways making certain design decisions better for certain target markets. Both structural and content elements of messages interact with the limited capacity information processing system to impact resource allocation, which in turn determines how well messages are encoded, stored, and retrieved at a decision point. Individual differences in peoples' motivational activation influence both their tendencies to engage in risky behaviors that increase the probabilities of getting cancer and their processing of health-related messages. Future research from this perspective should be done to optimize cancer messages for specific target audiences using specific media.Why do we study health communication specifically? Is health communication different from other types of communication? Is health communication about cancer different from health communication about other topics? Obviously, we study health communication because we want to be able to deliver effective messages about health-related information and behaviors to people who would benefit from those messages.Health communication shares a great deal with other forms of goal-directed communication (e.g., advertising, political communication, public relations, and educational messages), and we should take advantage of what is known to construct health-related messages that achieve specific goals for designated target audiences. The goals of the message may range from awareness to reinforcement to knowledge gain to persuasion to behavior change. The target market may range from every member of the public, young and old, one to a small well-defined group of people.In many ways, communication about cancer and cancer control is a restricted subset of health communication. Communications about cancer deal with a topic that is scary, negative, and may impact, in some way, virtually everyone. Communicating about cancer includes all of the goals extant in other forms of health communication: awareness (e.g., of new treatments and findings), reinforcement of behaviors that decrease cancer risk (e.g., NOT smoking), knowledge gain (e.g., creating messages that give people information about cancer, medication, treatment, etc.), p...

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“…Skin conductance response can also be employed to monitor skin conductance (the reciprocal of skin resistance) by polygraphic recording (Klebba, 1985;Wiles & Cornwell, 1990). In marketing research, electrodermal activity has been intensively used to measure attention (e.g., Vanden Abeele & MacLachlan, 1994a;Bolls, Muehling, & Yoon, 2003) and arousal (e.g., Groeppel-Klein & Baun, 2001;Bolls, Lang, & Potter, 2001), and also linked to anxiety and warmth as affective processes (e.g., Aaker, Stayman, & Hagerty, 1986;Stem & Bozman, 1988;Vanden Abeele & MacLachlan, 1994b).…”

Section: Electrodermal Analysismentioning

confidence: 99%

Validity, reliability, and applicability of psychophysiological techniques in marketing research

Wang

Minor²

2008

Psychology and Marketing

156

140

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A variety of psychophysiological techniques have been used in the measurement of consumer reactions to marketing stimuli since the 60s. The objectives of this paper are: (1) to present a descriptive review of the psychophysiological techniques and (2) to discuss critical concerns about validity, reliability, and applicability of these psychophysiological techniques raised by previous research. The strengths and weaknesses of ten major psychophysiological techniques are analyzed on the basis of the summaries of 67 marketing studies that have employed psychophysiological techniques. This study shows a need for marketing research to establish validity and reliability and to emphasize applicability when psychophysiological techniques are to be used. Meeting such a need requires an understanding of the nuanced psychophysiological process that links particular psychological antecedents and the physiological consequences being measured. A framework for analyzing this psychophysiological process in marketing research is provided.

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The effects of television commercial pacing on viewers' attention and memory

Cited by 51 publications

References 15 publications

Parsing the Resource Pie: Using STRTs to Measure Attention to Mediated Messages

Parsing the Resource Pie: Using STRTs to Measure Attention to Mediated Messages

Using the Limited Capacity Model of Motivated Mediated Message Processing to Design Effective Cancer Communication Messages

Validity, reliability, and applicability of psychophysiological techniques in marketing research

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