TY - JOUR
AU - Lutz, Richard J.
AB - Studied the effect of type of picture accompanying word paired associates on recall. 48 brand and product pairs with their accompanying pictures were drawn from the Yellow Pages of a local telephone directory. 72 undergraduates were placed into a 4-group design consisting of 2 control and 2 experimental groups. The 2 experimental groups were shown either interactive or noninteractive pictures with each word pair. The 2 control groups were shown only the word pairs. The group receiving the interactive imagery remembered more brand names than the noninteractive imagery group ^h (p < .01). ^H Comparison of each experimental group with its control revealed that only the interactive imagery group differed significantly from its control, suggesting that the interactive feature of a mediating image is a necessary condition for a facilitative effect. (19 ref)
TI - Effects of interactive imagery on learning: Application to advertising
JF - Journal of Applied Psychology
DO - 10.1037/0021-9010.62.4.493
DA - 1977-08-01
UR - https://www.deepdyve.com/lp/american-psychological-association/effects-of-interactive-imagery-on-learning-application-to-advertising-esRu9yveMK
SP - 493
EP - 498
VL - 62
IS - 4
DP - DeepDyve
ER -