Psychological Processes and Advertising Effects: Theory, Research, and Applications

By Linda F. Alwitt; Andrew A. Mitchell | Go to book overview

SUMMARY

The results of this study cast some doubts on the validity of recall as a measure of advertising effectiveness. First, they suggest that a direct link between recall and persuasion will occur only under highly restrictive conditions. Second, they indicate that attention is a necessary, but not a sufficient condition for recall. In this study, other factors such as processing strategy and type of advertisement were found to affect recall. Finally, some advertisements that were persuasive were not recalled. With brand processing all of the products were evaluated positively, yet there was virtually no difference in the evaluations of brands whose advertisements were recalled versus those that were not recalled.


ACKNOWLEDGMENT

The authors would like to thank Linda Alwitt and Anthony Pratkanis for their comments on an earlier version of this paper.


REFERENCES

Anderson, J. R. ( 1983a). A spreading activation theory of memory. Journal of Verbal Learning and Verbal Behavior, 22, 261-295.

Anderson, J. R. ( 1983b). The architecture of cognition. Cambridge, MA: Harvard University Press.

Anderson, J. R. & Reder, L. M. ( 1979). An elaborative processing explanation of depth of processing. In L. S. Cermak & F. J. M. Craik (Eds.), Levels of processing in human memory. Hillsdale, NJ: Lawrence Erlbaum Associates.

Anderson, N. H., & Hubert, S. ( 1963). Effects of concomitant verbal recall on order effects in personality impression formation. Journal of Verbal Learning and Verbal Behavior, 2, 379-391.

Bransford, J. D., Barclay, J. R., & Franks, J. J. ( 1971). Sentence memory: A constructive versus interpretive approach. Cognitive Psychology, 2, 331-350.

Craik, F. I. M., & Tulving, E. ( 1975). "Depth of processing and the retention of words in episodic memory." Journal of Experimental Psychology: General, 104, 268-294.

Dosher, B. A. & Russo, J. R. ( 1976). Memory for internally generated stimuli. Journal of Experimental Psychology: Human Learning and Memory, 2, 633-640.

Dreben, E. K., Fiske, S. T., & Hastie, R. ( 1979). "The independence of evaluative and item information: Impression and recall order effects in behavior-based impression formation." Journal of Personality and Social Psychology, 37, 1758-1768.

Gibson, L. D. ( 1983). "Not recall." Journal of Advertising Research, 23, 39-46.

Greenhouse, S. W., & Geisser, S. ( 1959). On methods in the analysis of profile data. Psychometrika, 24, 127-152.

Greenwald, A. G. ( 1968). Cognitive learning, cognitive response to attitude change. In A. G. Greenwald , T. C. Brock, & T. M. Ostrom (Eds.), Psychological foundations of attitudes, New York: Academic Press, 147-170.

-153-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Upgrade your membership to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited page

Bookmark this page
Psychological Processes and Advertising Effects: Theory, Research, and Applications
Table of contents

Table of contents

Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved in your active project from this book
  • Bookmarks
  • Highlights & Notes
  • Citations
/ 305

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Upgrade your membership to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.