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Contrast intervals in radio advertising enhance unconscious memory for product names
Editor(s)
Opwis, Klaus; Penner, Iris-Katharina
Book title (Conference Proceedings)
Proceedings of KogWis05
Place of Conference
Basel, Switzerland
Year of Conference
2005
Publisher
Schwabe 2005
Place of Publication
Basel
Pages
S. 67-71
ISSN/ISBN
3-7965-2195-9
Abstract
One experiment examined the influence of contrast intervals (i.e., changes in the pattern of background auditory stimuli) in radio ads on conscious and unconscious memory for the highlighted information. The process-dissociation procedure (L. L. Jacoby, 1991, 1998) was used to estimate conscious and unconscious memory processes for product names presented in auditory advertisements with and without contrast intervals. Results show that contrast intervals enhanced unconscious memory processes while leaving conscious memory processes unaffected. Contrast intervals in auditory stimuli as a promising manipulation to investigate unconscious memory processes are discussed.
