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The relation between script complexity and commercial memorability
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DOI：10.2753/JOA0091-3367350301.png)
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摘要
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The relation between script complexity and commercial memorability was assessed using scripts and field data from a copytesting firm. The scripts were coded using the Flesch Reading Ease Formula. In Study I (field study), regression analyses revealed that complexity contributes independently (negatively) to advertising recall and recognition (controlling for executional variables). In Study 2, a laboratory experiment replicated the main effects of complexity on recall and recognition, but also showed that product category involvement moderated this effect. Complexity adversely affected a variety of memory measures, but only for those who were less involved with the product category. These findings provide further evidence that psycholinguistic factors should be taken into consideration when developing effective advertising.
Keyword:
PATIENT INFORMATION LEAFLETS
BRAND-NAME
READABILITY
RECALL
WARNINGS
QUALITY
MEMORY
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7
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1.5K
被引数:
7.2K
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