Recall of advertisements after various lapses of time
Authors
Publication Date
2020-09-17Journal Title
Psychological Research
ISSN
0340-0727
Publisher
Springer Berlin Heidelberg
Volume
85
Issue
6
Pages
2428-2443
Language
en
Type
Article
This Version
VoR
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Laming, D. (2020). Recall of advertisements after various lapses of time. Psychological Research, 85 (6), 2428-2443. https://doi.org/10.1007/s00426-020-01408-y
Description
Funder: University of Cambridge
Abstract
Abstract: The recall of 90 magazine advertisements, consisting of a Brand, a Picture and a Slogan, was tested by presenting one of these components as cue and asking for the other two. The advertisements were tested in groups of ten, each group requiring a sequence of 30 test trials (10 advertisements × 3 cues). Backwards analysis of the sequences of responses—that is, starting with the last trial and comparing it successively with the responses on earlier trials—identified many responses as repetitions of previous errors, replicating many of the findings in Laming, D. On the recall of errors in recall. JSMC Brain Science, 2019, 3: 21, https://www.researchgate.net/publication/333448328_On_The_Recall_Of_Errors_In_Recall. Nine different groups of advertisements were tested after various lapses of time up to 4 months. A comparison is made between the (short term) probability of repeating a previous error as a function of lag within a single test sequence and the (longer term) probability of retrieving an advertisement as a function of elapsed time. Both these empirical relationships can be characterised by reciprocal functions, but they are otherwise quite different. Extrapolation of long-term accessibility to short intervals suggests recall in the short term could be much better than it is; extrapolation of short-term accessibility to longer intervals poses the contrary problem. Even though the only relevant variable in this comparison appears to be lapse of time, there is a question whether this comparison between short and long term is truly like with like.
Keywords
Original Article
Identifiers
s00426-020-01408-y, 1408
External DOI: https://doi.org/10.1007/s00426-020-01408-y
This record's URL: https://www.repository.cam.ac.uk/handle/1810/326682
Rights
Licence:
http://creativecommons.org/licenses/by/4.0/
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