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The effects of programme context on memory for humorous television commercials

McClelland, AGR; Furnham, A; Han, DE; (2017) The effects of programme context on memory for humorous television commercials. Applied Cognitive Psychology , 31 (6) pp. 586-592. 10.1002/acp.3354. Green open access

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Abstract

This study investigated the effects of programme context on memory for humorous television advertisements in South Korean participants. Humorous and nonhumorous Korean advertisements were embedded within two programme contexts: humorous and nonhumorous. When the programme ratings of humour, enjoyment and involvement were higher, unaided recall was poorer. In addition, unaided recall of the advertisements was better when they were embedded within a nonhumorous programme. However, there was no significant programme-advertisement interaction effect. Overall, both free and cued recall were higher for humorous advertisements than for the nonhumorous advertisements. The findings are discussed in terms of cultural differences and changes in television programmes and advertising over time.

Type: Article
Title: The effects of programme context on memory for humorous television commercials
Open access status: An open access version is available from UCL Discovery
DOI: 10.1002/acp.3354
Publisher version: http://dx.doi.org/10.1002/acp.3354
Language: English
Additional information: This version is the author accepted manuscript. For information on re-use, please refer to the publisher’s terms and conditions.
UCL classification: UCL
UCL > Provost and Vice Provost Offices
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences > Experimental Psychology
URI: https://discovery.ucl.ac.uk/id/eprint/1568047
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