Rola wiedzy, kategorii produktu i rodzaju informacji w zniekształceniach pamięciowych reklamy prasowej
Magdalena Gąsiorowska , Alicja Grochowska , Justyna Olszewska
AbstractUsing 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.
|Journal series||Przedsiębiorczość i Zarządzanie, ISSN 1733-2486, (B 14 pkt)|
|Publication size in sheets||0.85|
|Keywords in English||memory distortion, product knowledge, advertisement, product category, information similarity|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.