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The Effect of Sexual Programme Content on the Recall of Foreign Sexual and Non-sexual Advertisements

Toverljani, Anita; McClelland, Alastair; Furnham, Adrian
Journal article, Peer reviewed
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LOCKED untill 17.03.2018, due to copyright restrictions (678.7Kb)
URI
http://hdl.handle.net/11250/2451231
Date
2017
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  • Scientific articles [1357]
Original version
Applied Cognitive Psychology. 2017, 31(2), 199-206.   10.1002/acp.3317
Abstract
This study explored the effect of programme content (sexual and non-sexual) on the recall of sexual and non-sexual advertisements. Seventy-eight participants were allocated randomly to four different groups and viewed either a sexual or non-sexual programme with either sexual or non-sexual advertisements placed within. Free recall and cued recall of the advertisements were assessed. The sexual content of programmes impaired advertisement recall, for both free recall and cued recall. Furthermore, advertisements that were of a sexual nature were remembered better than neutral advertisements. There was also an interaction between advertisement type and gender; women remembered more sexual than non-sexual advertisements, but this was not the case for men. Finally, there was an interaction between programme type and gender, with a marked tendency for men to recall fewer advertisements embedded in the sexual programme than women. Limitations and implications of this research are discussed
Publisher
Wiley
Journal
Applied Cognitive Psychology
Copyright
Copyright policy of Wiley, the publisher of this journal: Authors are permitted to self-archive the peer-reviewed (but not final) version of a contribution on the contributor's personal website, in the contributor's institutional repository or archive, subject to an embargo period of 24 months for social science and humanities (SSH) journals and 12 months for scientific, technical, and medical (STM) journals following publication of the final contribution.

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