TY - JOUR
AU - Li, Hairong
AB -  Utilizing a computerized racing game, the experiment investigates the influence of sensory distractions on implicit brand memory. The results suggest that auditory distraction inhibits retrieval of implicit brand memory, but visual distraction causes no significant effect. The effects of the character's sensory distractions appear only for familiar brands, probably because relatively less attention enhances the interference on implicit memory. Comparatively, novel unfamiliar brands attract more attention, which nulls the character's sensory distraction. Therefore, relatively higher distraction effects on implicit memory occur for familiar brands. 
TI - Audio and Visual Distractions and Implicit Brand Memory: A Study of Video Game Players
JF - Journal of Advertising
DO - 10.1080/00913367.2013.775798
DA - 2013-04-03
UR - https://www.deepdyve.com/lp/taylor-francis/audio-and-visual-distractions-and-implicit-brand-memory-a-study-of-iTx3XfQ9FE
SP - 219
EP - 227
VL - 42
IS - 2-3
DP - DeepDyve
ER -