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Memory for Radio Advertisements: the Effect of Program and Typicality

Published online by Cambridge University Press:  10 October 2013

Beatriz Martín-Luengo ,
Karlos Luna  and
Malen Migueles
Beatriz Martín-Luengo*
Affiliation:
Universidad del País Vasco UPV/EHU (Spain)
Karlos Luna
Affiliation:
Escola de Psicologia, Universidade do Minho (Portugal)
Malen Migueles
Affiliation:
Universidad del País Vasco UPV/EHU (Spain)
*
*Correspondence concerning this article should be addressed to Beatriz Martín-Luengo. Dpto. Procesos Psicológicos Básicos y su Desarrollo. Facultad de Psicología. Universidad del País Vasco UPV/EHU. Avda. Tolosa, 70, 20018, Donostia-San Sebastián. Gipuzkoa (Spain). E-mail: beatriz.martin.luengo@gmail.com
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Abstract

We examined the influence of the type of radio program on the memory for radio advertisements. We also investigated the role in memory of the typicality (high or low) of the elements of the products advertised. Participants listened to three types of programs (interesting, boring, enjoyable) with two advertisements embedded in each. After completing a filler task, the participants performed a true/false recognition test. Hits and false alarm rates were higher for the interesting and enjoyable programs than for the boring one. There were also more hits and false alarms for the high-typicality elements. The response criterion for the advertisements embedded in the boring program was stricter than for the advertisements in other types of programs. We conclude that the type of program in which an advertisement is inserted and the nature of the elements of the advertisement affect both the number of hits and false alarms and the response criterion, but not the accuracy of the memory.

Keywords

advertisementsmemorytypicalityradiosignal detection theory
Type
Research Article
Information
The Spanish Journal of Psychology , Volume 16 , 2013 , E80
Copyright
Copyright © Universidad Complutense de Madrid and Colegio Oficial de Psicólogos de Madrid 2013 

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Footnotes

This research was supported by an FPU researcher training grant awarded to the first author from the Gobierno Vasco.

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