Enhancing Memory of Television Commercials Through Message Spacing
Enhancing Memory of Television Commercials Through Message Spacing

Author: Surendra Singh

Publisher:

Published: 2016

Total Pages: 10

ISBN-13:

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Though advertising repetition is a frequently used marketing strategy, its effects are not well understood. The authors report findings from a laboratory experiment in which they investigated the effects of repeating a television commercial as a function of varying the message spacing or lag (i.e., the number of intervening commercials between two presentations of the target commercial) and the delay in memory measurement. In two different samples-younger and older adults-the results show a lag by measurement delay interaction. In general, results show that in the long measurement delay condition, the recall of message contents was significantly higher with the long lag than with the short lag. However, in the short measurement delay condition, recall was significantly higher with the short lag than with the long lag. The results are explained by a variation of encoding variability theory. The implications of the findings for media planning and television advertising to older adults are discussed.

Learning and Memory
Learning and Memory

Author: W. Scott Terry

Publisher: Psychology Press

Published: 2015-10-02

Total Pages: 724

ISBN-13: 1317350863

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This text explores the core principles of learning and memory in a clear, reader-friendly style, covering animal learning and human memory in a balanced fashion. A strong emphasis on practical applications to the college student's everyday life is evident in examples throughout, such as the correlation between caffeine consumption and grade point average (Chapter 1), the importance of taking practice tests over additional studying (Chapter 9), approach/avoidance coping for upcoming and completed exams (Chapter 5), and misremembering what your professor said in class (Chapter 10). The relationship between the fields of neuropsychology and learning and memory is also stressed throughout. The fourth edition has been thoroughly updated to reflect the latest research and has been freshened throughout with more relevant examples and better graphics. There are new sections on the adaptive-evolutionary approach, potentiated startle, behavior medicine, breaking habits, behavioral economics, testing effect, consolidation theory, an expanded section on working memory, and new applications in animal training, self behavior modification, neuroethics and artificial memory enhancement, and acting and memory.

Foundations of Human Memory
Foundations of Human Memory

Author: Michael Jacob Kahana

Publisher: Oxford University Press

Published: 2014-05-01

Total Pages: 364

ISBN-13: 0199715521

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Foundations of Human Memory provides an introduction to the scientific study of human memory with an emphasis on both the major theories of memory and the laboratory studies that have been used to test those theories and inspire their further development. Written with the undergraduate student in mind, the text assumes no specific background in the subject, but a general familiarity with scientific method and quantitative approaches to the treatment of data. Foundations of human memory is organized around the major empirical paradigms used to study memory in the laboratory and the theories used to explain data obtained using those paradigms. The text begins with a focus on memory for individual items, building up to memory for associations between items, and finally to memory for entire sequences of items and the problem of memory search. Several major theories of memory are considered in detail, including strength theory, summed-similarity theory, neural network based theories, retrieved-context theory, and theories based on the division of memory into separate short-term and long-term storage systems. The text emphasizes basic research over applied problems, but brings in real-world examples and neuroscientific evidence as appropriate.

The Design and Management of Effective Distance Learning Programs
The Design and Management of Effective Distance Learning Programs

Author: Richard Discenza

Publisher: IGI Global

Published: 2003-01-01

Total Pages: 318

ISBN-13: 9781931777803

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"Geared for administrators and academicians trying to develop or improve distance education programs, this text addresses the specific challenges of the virtual learning environment, such as managing the costs incurred for remote space and equipment, adjusting traditional evaluation methods, and maintaining academic integrity. The most recent research on faculty perceptions, social needs of students, library services, online programs, and video instruction is provided."

Consumer Behaviour
Consumer Behaviour

Author: Michael R. Solomon

Publisher: Pearson UK

Published: 2019

Total Pages: 986

ISBN-13: 1292245433

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La 4รจ de couv. indique : "Now in its seventh edition, Consumer Behaviour: A European Perspective provides the most comprehensive, lively and engaging introduction to the behaviour of consumers in Europe and around the world. The new slimline edition has 13 chapters, maintaining its breadth of coverage and making it ideal for second- and third-year undergraduates as well as Master's students. The book links consumer behaviour theory with the real-life problems faced by practitioners in many ways: Marketing opportunity, Marketing pitfalls and Multicultural dimensions boxes throughout the text illustrate the impact consumer behaviour has on marketing activities. Consumer behaviour as I see it boxes feature marketing academics talking about the relevance of consumer behaviour issues to their everyday work. Brand new Case studies about European companies and topics give deep insights into the world of consumer behaviour. New coverage of sustainable consumption, emerging technologies, social media and online behaviour is woven throughout this edition. Online materials including multiple-choice questions and links to useful websites are available on the book's website at www.pearsoned.co.uk/solomon"

Television
Television

Author: George Comstock

Publisher: Academic Press

Published: 1999-04-15

Total Pages: 401

ISBN-13: 008054231X

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Television: What's On, Who's Watching, and What It Means presents a comprehensive examination of the role of television in one's life. The emphasis is on data collected over the past two decades pointing to an increasing and in some instances a surprising influence of the medium. Television is not only watched but its messages are attended to and well understood. There is no shame in spending hours in front of the set, in fact, people over-estimate the time they spend viewing. Television advertising no longer persuades--it sells by creating a burst of emotional liking for the commercial. The emphases of television news determine not only what voters think about but also the presidential candidate they expect to support on election day. Children and teenagers who watch a great deal of television perform poorly on standardized achievement tests, and among the reasons are the usurpation of time spent learning to read and the discouragement of book reading. Television violence frightens some children and excites others, but its foremost effect is to increase aggressive behavior that sometimes spills over into seriously harmful antisocial behavior. Incorporates social psychology, political science, sociology, child development, and the growing field of communications Presents tables and graphs clarifying theories and linking sets of data Paints concise portraits of the role of television in entertainment, politics, and child-rearing Contains background for dozens of lectures and articles Contains a comprehensive bibliography of more than 1000 citations, many recent

Handbook of Hospitality Marketing Management
Handbook of Hospitality Marketing Management

Author: Haemoon Oh

Publisher: Routledge

Published: 2009-11-04

Total Pages: 576

ISBN-13: 1136399976

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This handbook consists of 19 chapters that critically review mainstream hospitality marketing research topics and set directions for future research efforts. Internationally recognized leading researchers provide thorough reviews and discussions, reviewing hospitality marketing research by topic, as well as illustrating how theories and concepts can be applied in the hospitality industry. The depth and coverage of each topic is unprecedented. A must-read for hospitality researchers and educators, students and industry practitioners.