Consumer memory for television advertising: a field study of duration, serial position, and competition effects

Article Abstract:

We simultaneously analyze the impact on consumer memory of the duration and serial position of a commercial and of the number of competing commercials in a block using a marketplace database of 2,677 television commercials. Our results indicate that duration, competition, and the time lag until the onset of a commercial in a block have large effect sizes, while primacy and recency have only modest effect sizes. By decomposing serial position into its ordinal and time-lag aspects, this study shows that recency effects are masked by the time until the onset of a commercial in a block. The findings suggest that, given comparable costs and a goal to maximize brand recall, placing a commercial first is better than placing it last. In addition, the analyses identify several significant and previously undocumented interactions. (Reprinted by permission of the publisher.)

Consumer Behavior, Advertising Management-TV, Psychological aspects, Marketing management, Consumers

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Hemispherically lateralized EEG as a response to television commercials

Article Abstract:

EEG was recorded from 21 right-handed women as they watched commercial television. A significant amount of variance in hemispheric dominance shifts of lateralized EEG was explained as a function of the onset of easily identifiable variables in the stimulus. There were hemispheric differences in EEG due to the verbal and nonverbal components of the stimulus. Lags between stimulus onset and change in EEG also were observable. The data were found to be reliable within this study, between this study and a prior one, and between this study and others in the EEG literature that uses less complex stimuli. (Reprinted by permission of the publisher.)

Usage, Brain research

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Predicting memory for components of TV commercials from EEG

Article Abstract:

Subjects watched television while EEG was being recorded and later completed a series of recognition tests based on component parts of the commercials they had seen. Memory correlated significantly with changes in the electrical patterns that occurred during viewing. The probability of correct recognition was enhanced when alpha blocking continued for a longer period of time and when atmospheric laterality shifted to the right during the onset of a commercial component and then to the left during the following seconds. (Reprinted by permission of the publisher.)

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