Detail Presentation Medium and Spontaneous Imaging Effects on Consumer Memory   Oleh:  Costley, Carolyn ; Das, Samar ; Brucks, Merrie Jenis: Article from Bulletin/Magazine Dalam koleksi: JOURNAL OF CONSUMER PSYCHOLOGY vol. 6 no. 3 (1997), page 211-232. Topik: presentation; presentation; imaging; consumer memory Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ42.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel After reviewing evidence for separate sensory processing systems for seeing and hearing, we propose that presentation medium influences retrieval cue effectiveness. Specifically, we posit that retrieval cues enhance recall better within medium than across medium, a "modality match hypothesis". An initial experiment indicated enhanced recall for visual stimuli through both encoding and retrieval processes, supporting the hypothesis. The modality match effect was, however, weaker in the audio medium. An analysis of th edata supported the view that some people might be engaging in spontaneous visual imaging of the audio stimuli, thereby suppressing the audio modality match effect. A second experiment was designed to study audio modality much with high and low imaging condition for messages encoded and retrieved in the audio medium. We discuss implications of these results for testing advertising effectiveness and choosing communication media. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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