Rola wiedzy, kategorii produktu i rodzaju informacji w zniekształceniach pamięciowych reklamy prasowej

Magdalena Gąsiorowska , Alicja Grochowska , Justyna Olszewska

Abstract

Using two methods of testing memory, recall and recognition, we examined the effect of product knowledge, product category and type of product information on memory distortions for printed advertisements. We revealed that participants whose knowledge about a product was more profound retrieved both more accurate and more distorted information than less knowledgeable participants. More false memories appeared following the advertisement that included physical features of a product as opposed to the advertisement that included functional features. This effect is discussed in the mental images interference framework. Furthermore, more memory distortions were found for advertisements of low rather than high involvement products.
Author Magdalena Gąsiorowska (Wydział Psychologii)
Magdalena Gąsiorowska,,
- Wydział Psychologii
, Alicja Grochowska (Wydział Psychologii)
Alicja Grochowska,,
- Wydział Psychologii
, Justyna Olszewska
Justyna Olszewska,,
-
Journal seriesPrzedsiębiorczość i Zarządzanie, ISSN 1733-2486, (B 14 pkt)
Issue year2014
Vol15 (4)
No2
Pages243-260
Publication size in sheets0.85
Keywords in Englishmemory distortion, product knowledge, advertisement, product category, information similarity
Languagepl polski
File
e-XV-4-2.pdf 2.89 MB
Additional file
Scan_gasiorowska_all.pdf 271.18 KB
Score (nominal)14
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