The influence of thematic congruency, typicality and divided attention on memory for radio advertisements

Abstract

We examined the effects of the thematic congruence between ads and the programme in which they are embedded. We also studied the typicality of the to-be-remembered information (high- and low-typicality elements), and the effect of divided attention in the memory for radio ad contents. Participants listened to four radio programmes with thematically congruent and incongruent ads embedded, and completed a true/false recognition test indicating the level of confidence in their answer. Half of the sample performed an additional task (divided attention group) while listening to the radio excerpts. In general, recognition memory was better for incongruent ads and low-typicality statements. Confidence in hits was higher in the undivided attention group, although there were no differences in performance. Our results suggest that the widespread idea of embedding ads into thematic-congruent programmes negatively affects memory for ads. In addition, low-typicality features that are usually highlighted by advertisers were better remembered than typical contents. Finally, metamemory evaluations were influenced by the inference that memory should be worse if we do several things at the same time.

Effects of Interest, Thematic Congruence, and Typicality on Memory for Television, Radio, and Press Advertisements of New Products

“…In previous studies, more hits and false alarms were found with high‐typicality elements, but better accuracy (measured with either d ′ or A ′) was found with low‐typicality elements. These results have been replicated in many different settings: in memory for rooms (Lampinen, Copeland, & Neuschatz, ), in a lecture (Neuschatz, Lampinen, Preston, Hawkins, & Toglia, ), in memory for political arguments (Schmidt & Sherman, ), and in memory for radio ads (Martín‐Luengo et al, , ). Lower accuracy for high‐typicality elements is explained by the fact that they are part of the schema.…”

“…However, this result was not confirmed. Previous work also using laboratory methodology found a benefit in memory for thematically incongruent ads (Furnham et al, ; Martín‐Luengo et al, ; Strick, van Baaren, Holland, & van Knippenberg, ). However, in Experiment 1, there was no improvement in memory by embedding ads into thematically congruent or incongruent programmes.…”

“…However, Furnham, Gunter, and Richardson () found better free recall for food ads embedded in a car programme (incongruent condition), but no differences in a recognition test about the content of the ads. The only study with radio that examined the effect of thematic congruence in a recognition task about the ad content found better accuracy with incongruent ads (Martín‐Luengo, Luna, & Migueles, ). These cases of better memory for thematically incongruent ads can be explained by a deeper and more elaborative processing of distinctive information, which improves memory (Heckler & Childers, ).…”

“…A high‐typicality element is a basic feature that defines a product—for example, ‘We cut your hair’ in a hair salon ad. A low‐typicality element is uncommon but plausible—for example, ‘Enjoy our selection of Brazilian coffees while we cut your hair’ (Martín‐Luengo et al, , ). In previous studies, more hits and false alarms were found with high‐typicality elements, but better accuracy (measured with either d ′ or A ′) was found with low‐typicality elements.…”

“…Lower accuracy for high‐typicality elements is explained by the fact that they are part of the schema. High‐typicality elements are retrieved more fluently from memory, thus increasing the tendency to indicate that the elements appeared before, regardless of whether or not they were actually presented (Luna & Migueles, ; Martín‐Luengo et al, , ). Research that computed measures of response bias (B″ D ) also found a liberal criterion with high‐typicality elements.…”