Enhancing memory of television commercials through message spacing.

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Issue Date
1994-08Author
Singh, Surendra N.
Mishra, Sanjay
Bendapudi, Neeli
Linville, Denise
Publisher
American Marketing Association
Type
Article
Article Version
Scholarly/refereed, publisher version
Metadata
Show full item recordAbstract
Examined the effects of message repetition, message spacing lag time, and measurement delay on memory for TV commercials among 413 older and younger adults (aged 62–83 yrs vs 20–35 yrs). Results show that in the long measurement delay condition, the recall of message contents was significantly higher with the long lag time than with the short lag time. However, in the short measurement delay condition, recall was significantly higher with the short lag time than with the long lag time. The effect of lag in forestalling memory decay appeared to be similar for both older and younger Ss. Results are interpreted based on a variation of encoding variability theory. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Description
This is the published version. Copyright 1994 American Marketing Association.
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Citation
Singh, Surendra N., Sanjay Mishra, Neeli Bendapudi, and Denise Linville. "Enhancing Memory of Television Commercials through Message Spacing." Journal of Marketing Research 31.3 (1994): 384. Web.
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