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dc.contributor.authorLawrence, Helena
dc.contributor.authorFurnham, Adrian
dc.contributor.authorMcClelland, Alastair
dc.date.accessioned2023-01-20T13:07:32Z
dc.date.available2023-01-20T13:07:32Z
dc.date.created2021-06-17T15:20:12Z
dc.date.issued2021
dc.identifier.citationPerceptual and Motor Skills. 2021, 128 (2), 692-713.
dc.identifier.issn0031-5125
dc.identifier.urihttps://hdl.handle.net/11250/3044969
dc.description.abstractThis study investigated implicit and explicit memory effects of sexual and non-sexual advertisements embedded in either a sexual or non-sexual program among women viewers. We predicted that sexual appeals would facilitate implicit memory for the brand, and we explored whether program-type (sexual or non-sexual) and its associated congruity would impact or moderate recall of the surrounding advertisement among a small sample (n = 52) of exclusively women advertisement viewers. Sexual (versus non-sexual) advertising led to significantly worse implicit memory for the brand logo but better explicit recall for the advertisement scene itself. There was no effect of sexual appeals on explicit brand name recall, and no significant effect on advertisement recall of the program type. There was a significant interaction effect for program type and advertisement type for explicit recall of the advertisement scene, in which program-type moderated sexual advertisement recall. These results suggest that sexual advertising may increase memory for the advertisement at the expense of recalling the brand advertised. Limitations and implications of this study are discussed.
dc.language.isoeng
dc.titleSex Does Not Sell: Effects of Sexual Advertising Parameters on Women Viewers’ Implicit and Explicit Recall of Ads and Brands
dc.typePeer reviewed
dc.typeJournal article
dc.description.versionpublishedVersion
dc.source.pagenumber692-713
dc.source.volume128
dc.source.journalPerceptual and Motor Skills
dc.source.issue2
dc.identifier.doi10.1177/0031512521990352
dc.identifier.cristin1916496
cristin.ispublishedtrue
cristin.fulltextoriginal
cristin.qualitycode1


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