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dc.contributor.authorCiuvat, Roberta-Maria
dc.contributor.authorFurnham, Adrian
dc.contributor.authorMcClelland, Alastair
dc.date.accessioned2023-02-06T14:48:37Z
dc.date.available2023-02-06T14:48:37Z
dc.date.created2022-12-07T10:47:17Z
dc.date.issued2022
dc.identifier.citationPerceptual and Motor Skills. 2022, .en_US
dc.identifier.issn0031-5125
dc.identifier.urihttps://hdl.handle.net/11250/3048672
dc.description.abstractDoes increasing the sexual content of advertisements lead, though memory processes, to greater sales? By employing a between-participants design, we aimed to explore how sexual advertising affects explicit and implicit memory, and whether it impairs memory for information preceding the commercials (retroactive interference) or following the commercials (proactive interference). We randomly assigned 182 young participants in the UK to one of two groups who watched the same TV program containing an advertisement break during which either sexual or nonsexual advertisements were shown, while brands were held constant across conditions. Participants were then tested on their explicit and implicit memory for both the advertising content and program information. Results revealed that implicit memory was better for nonsexual than for sexual advertisements. Unexpectedly, there was no group difference in participants’ explicit memory for the advertisements. Further, sexual advertising resulted in retroactive interference with program information, whereas proactive memory for program information was not impaired. We acknowledge various study limitations and discuss proposals for future research.en_US
dc.language.isoengen_US
dc.publisherSageen_US
dc.rightsNavngivelse 4.0 Internasjonal*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/deed.no*
dc.subjectsexual advertisingen_US
dc.subjectmemoryen_US
dc.subjectretroactiveen_US
dc.subjectproactiveen_US
dc.subjectinterferenceen_US
dc.titleSex Does Not Sell: The Effect of Sexual Content on Advertisement Effectiveness and Interference with Memory for Program Informationen_US
dc.title.alternativeSex Does Not Sell: The Effect of Sexual Content on Advertisement Effectiveness and Interference with Memory for Program Informationen_US
dc.typePeer revieweden_US
dc.typeJournal articleen_US
dc.description.versionpublishedVersionen_US
dc.source.pagenumber21en_US
dc.source.journalPerceptual and Motor Skillsen_US
dc.identifier.doi10.1177/00315125221138395
dc.identifier.cristin2089926
cristin.ispublishedtrue
cristin.fulltextoriginal
cristin.qualitycode1


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Navngivelse 4.0 Internasjonal
Except where otherwise noted, this item's license is described as Navngivelse 4.0 Internasjonal