Memory for advertising and information content: Comparing the printed page to the computer screen

✍ Scribed by Marilyn Y. Jones; Robin Pentecost; Gabrielle Requena

• Publisher: John Wiley and Sons
• Year: 2005
• Tongue: English
• Weight: 126 KB
• Volume: 22
• Category: Article
• ISSN: 0742-6046
• DOI: 10.1002/mar.20077

✦ Synopsis

Abstract

An experiment was used to test memory for two forms of information—ad copy (persuasive) and consumer information (nonpersuasive) presented in print and screen media. For both forms of information, print outperforms screen on recall but not on recognition. The results suggest that print information is easier to retrieve but also that screen information is available in memory. Differences between print and screen media are persistent and not readily explained by any of the obvious individual factors—comfort/familiarity, preference, and reading time. Other results with implications for marketing communication decisions show that brand name is poorly recalled from the screen relative to the printed page and that the nonpersuasive consumer information is better remembered than is persuasive ad information. © 2005 Wiley Periodicals, Inc.