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A nonverbal test of naturalistic memory for alcohol commercials

✍ Scribed by Alan W. Stacy; Steve G. Pearce; Jennifer B. Zogg; Jennifer Unger; Clyde W. Dent

Book ID
102491303
Publisher
John Wiley and Sons
Year
2004
Tongue
English
Weight
249 KB
Volume
21
Category
Article
ISSN
0742-6046

No coin nor oath required. For personal study only.

✦ Synopsis

Abstract

This study investigated a nonverbal test of memory for naturally occurring events: alcohol commercials. Such tests, supported by dual‐code and transfer‐appropriate processing perspectives from basic research, are useful for research on consumer behavior and public health. The participants were 750 adolescents who completed a nonverbal test of memory, tailored to detect prominent visual features of remembered alcohol commercials. The results showed (a) that independent judges reliably coded primary features of remembered advertisements along most dimensions, and (b) the test met important criteria for convergent and discriminant validity in comparisons with other measures. Applications were proposed for research on advertising effects, health behavior, and media copy testing. Β© 2004 Wiley Periodicals, Inc.

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