Citation

Droulers O, Roullet B. Rech. Appl. Mark. (Engl. Ed.) 2014; 29(1): 55-71.

Copyright

(Copyright © 2014, Association Française du Marketing, Publisher SAGE Publishing)

DOI

10.1177/2051570713511721

PMID

unavailable

Abstract

For greater understanding of the influence of a violent program context on the memory for embedded commercials, three experiments were conducted. Taking as starting point a conceptual replication of Bushman and Bonacci's (2002) study (Experiment 1), we investigated the influence of the level of violence contained in TV programs (Experiment 2) and the influence of the narrative continuity of the story present or not in the program (Experiment 3).

FINDINGS show that the intensity of violence is positively correlated with the free recall of commercials and that the program narrative continuity has no influence on ad memory. Finally, the role of program involvement - as a mediating variable between perceived violence and ad recall, moderated by gender and the viewer's sensitivity - is highlighted.

Language: en