To what extent do interactive pictures promote recall?
In four experiments, a total of 352 subjects viewed word pairs alone or accompanied by pictures, after which they were given a cued-recall test. Although Exps. 1 and 2 showed that recall of brand names was similar with separate and with interactive pictures, it was argued that the latter provided a cue enabling subjects to combine the separate components mentally. In Exp. 3, recall of both low concrete nouns and brand names was enhanced with interactive pictures and the effect was replicated in Exp. 4 with subjects who were learning English. These results offer hope to advertisers who wish to use interactive pictures whose relationship to their names is indirect.
McKelvie
S J
SJ
Department of Psychology, Bishop's University, Lennoxville, QC, Canada.
Cooper
D
D
Monfette
P
P
D000293:Adolescent; D000328:Adult; D000329:Advertising; D001245:Association Learning; D001288:Attention; D005260:Female; D006801:Humans; D007802:Language; D008297:Male; D011939:Mental Recall; D010364:Pattern Recognition, Visual; D014706:Verbal Learning