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Less arousal, more recall: testing the applicability of the excitation transfer effect on recall and recognition of commercials

Rau, T.T. (2012) Less arousal, more recall: testing the applicability of the excitation transfer effect on recall and recognition of commercials.

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Abstract:This study examined the impact of moderate arousal on memory for commercials. Sixty-one participants, aged 16 to 62 years, watched either a moderate arousing video or a neutral video. The level of arousal was measured twice, prior and after the video, using the Self Assessment Manikin ([SAM], Bradley & Lang, 1995). The SAM is a self-reported, non-verbal pictorial assessment technique. They had to watch five different older and less popular commercials. The participants then completed free recall and recognition questionnaires testing their memory of the commercials, as well as demographic questions, and questions regarding usage of pornographic material and their sexual orientation. Overall, subjects in the arousing condition memorized (in free recall) the commercials significantly better than subjects in the non-arousing condition, except for the first commercial which may be due to a primacy effect. Participants were found to remember (in recognition) not significantly more commercials in the arousing condition than in the non-arousing condition. The lack of improvement in recognition memory in the arousing condition may be due to a ceiling effect. In conclusion, it was confirmed that moderate levels of arousal significantly improved free recall memory for commercials as opposed to normal levels of arousal. Implications and limitations of the study are discussed.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/62416
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