Zipped Commercials, Zapped Memory? The Impact Of Zipping On Attitude And Memory For Commercials.

Overview

As digital video recorders become more popular, an increasing number of television commercials are being zipped (fast-forwarded). This dissertation examines how explicit and implicit memory retrieval and attitudinal judgments are influenced by zipping at different speeds. Although zipping traditionally has been associated only with negative effects, two experiments found that compared to ads shown in real-time, recall for the brands improves when the commercials are zipped at 300 percent of normal speed. However,...
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Overview

As digital video recorders become more popular, an increasing number of television commercials are being zipped (fast-forwarded). This dissertation examines how explicit and implicit memory retrieval and attitudinal judgments are influenced by zipping at different speeds. Although zipping traditionally has been associated only with negative effects, two experiments found that compared to ads shown in real-time, recall for the brands improves when the commercials are zipped at 300 percent of normal speed. However, recall dramatically declines as the commercials are zipped at faster speeds (1800 and 6000 percent). It was found that viewers paid the most attention to commercials zipped at 300 percent. Attitudes toward the zipped commercials became more neutral as the zipping speed increased. Methods to improve explicit memory for zipped commercials were also examined. Recall increased with more repetitions of a zipped commercial. A curvilinear relationship was found between repetition and attitudes toward a zipped commercial where positive attitudes increased at low levels of repetition but then decreased at higher levels. Additionally, it was also found that recall for zipped commercials was not significantly decreased as zipping speed increased if there was an interstimulus interval of one second after the commercial. Using both an implicit memory procedure and a process dissociation procedure, it was shown that even if a viewer does not explicitly recall seeing a commercial it can still have an unconscious influence on the viewer. On an unconscious level, viewers processed the ads and were more likely to select those brands they saw a commercial for than a control group who had no exposure to the commercials. Increasing a viewers' attention toward the advertisements made them process the commercial with more cognitive memory retrieval and increased their ability to explicitly recall the zipped commercials. However, in both high and low attention conditions, viewers demonstrated implicit memory for the commercials and had heightened preferences for the brands advertised. This helps demonstrate that even if a viewer has no explicit memory for a zipped commercial, it still can have a significant influence.
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Product Details

  • ISBN-13: 9781243664358
  • Publisher: BiblioLabsII
  • Publication date: 9/7/2011
  • Pages: 80
  • Product dimensions: 7.44 (w) x 9.69 (h) x 0.17 (d)

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