Encoding specificity principle: Difference between revisions

Revision as of 14:58, 20 October 2011

Revision as of 15:01, 20 October 2011

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All aspects of this experiment were analyzed in light of the encoding specificity principle and the distinction between episodic and semantic memory structures. The researchers found that when the nature of the advertisement was emotional, an encoding focus on episodic memory (trying to carefully remember the visual content of the commercial) led to a much higher rate of recall. Conversely, when advertisements were neutral in emotional nature, a semantic encoding of memory (how advertisement shapes personal perceptions, preferences of given object advertised) led to a much higher recall of specific advertisements. The experimenters claim that “applying a theoretical model of how encoding and retrieval processes affect the accessibility of ad memory traces helps us understand the ‘communication effects’ that occur during and after consumers’ processing of TV advertising’”^1. This empirical evidence regarding the nature of emotional advertising provides data to the advertising industry as to how to contour their ads to maximize recall of advertisements.

===Encoding Specificity and Social Cognition===