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Article: Recall of Television Commercials as a Function of Viewing Context: The Impact of Program-Commercial Congruity on Commercial Messages.(Statistical Data Included)
- Article from:
- The Journal of General Psychology
- Article date:
- October 1, 2000
- Author:
CopyrightCOPYRIGHT 2000 Heldref Publications. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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ABSTRACT. The effect of the congruity between the involvement types of advertising commercial and a television program on the effectiveness of the commercial was studied. Participants (N = 103) viewed either a cognitive or an affective commercial for a product, which was embedded in either a cognitive or an affective television program. The results showed that the effects of the congruence influence the impact on memory. Free recall and cued recall were significantly influenced by the program--commercial congruity. Free recall and cued recall were significantly higher for the cognitively involving commercial in the cognitively involving program context than in the ...
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