Context Effects on Recall and Recognition of Magazine Advertisements
Open accessAbstract
This experiment tested the hypothesis that depth of involvement in a magazine article is inversely related to subsequent recall and recognition of accompanying advertisements. Subjects read magazine articles interspersed with unfamiliar advertisements for common product types. Results showed that the more deeply the subjects were involved in the articles, the less they remembered about the accompanying advertisements. Articles about recipes were rated least interesting, enjoyable, and absorbing, and they elicited less attention and concentration from the readers than fiction and feature articles, but subjects who read the recipes remembered the advertisements best and subjects who read the fiction article remembered the advertisements worst.
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The same source delivering the same message to the same audience on separate occasions produces different effects depending on the context in which the message appears.
“Media context studies provide compelling evidence for the idea that the same source delivering the same message to the same audience on separate occasions produces different effects depending on the context in which the message appears (Norris and Colman 1992).”
From Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type (2018) · cites this paper as Norris and Colman 1992
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References 28 · Cited by 180
- Authors
- Norris, C. E., & Colman, A. M.
- Affiliations
- University of Leicester (GB)
- ORCID
- Colman, Andrew M.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 1992-09
- Volume
- 21
- Issue
- 3
- Pages
- 37-46
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W1982331822
- Cited by
- 180
- References
- 28
- Citations by year
- 2026: 1 · 2025: 3 · 2024: 3 · 2023: 6 · 2022: 8 · 2021: 1 · 2020: 6 · 2019: 10 · 2018: 8 · 2017: 5 · 2016: 7 · 2015: 7 · 2014: 9 · 2013: 10 · 2012: 6
- FWCI
- 9.88
- Type
- journal article
- Language
- en
- Open access
- bronze
- doi.org
- Locations
- Journal of Advertising (publishedVersion)
- Leicester Research Archive (University of Leicester) (publishedVersion)
- Figshare (submittedVersion, cc-by)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Life Sciences › Neuroscience › Cognitive Neuroscience › Memory Processes and Influences
- Social Sciences › Communication › Advertising and Communication Studies
- Keywords
- magazine advertising, contextual effects, memory retrieval, recognition memory, reader attention, article types, feature articles, advertising memorability
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