Memory structure in the processing of advertising messages: how is unusual information represented?
Two models of memory structure--schema-copy-plus-tag (Graesser & Nakamura, 1982; Schmidt & Sherman, 1984) and associative-network/depth-of-processing (Craik & Lockhart, 1972; Hastie & Kumar, 1979)--were tested in a 2 x 2 between-subjects design. Type of argument (typical vs. atypical) and measurement interval (immediate vs. 2-day delay in recognition and recall) were manipulated in a print-advertising context. Results indicated that atypical arguments (unusual information) prompt deeper processing of the entire message (implying an associative-network memory structure) rather than some part of the message (as would be hypothesized by the schema-copy-plus-tag formulation) and that this effect prevails under both immediate- and delayed-measurement conditions.
Hunt
J M
JM
School of Business and Management, Temple University, Philadelphia, PA 19122.
Kernan
J B
JB
Bonfield
E H
EH
D000328:Adult; D000329:Advertising; D001245:Association Learning; D001288:Attention; D003210:Concept Formation; D005260:Female; D006801:Humans; D008297:Male; D008570:Memory, Short-Term; D011939:Mental Recall; D010565:Persuasive Communication; D012153:Retention, Psychology