Memory for Advertising and Information Content: Comparing the Printed Page to the Computer Screen

Jones, Marilyn Y.; Pentecost, Robin; Requena, Gabrielle
January 2003
Advances in Consumer Research;2003, Vol. 30 Issue 1, p295
Conference Proceeding
Increasingly, the Internet is used for marketing communication, making one wonder how the Internet compares to other marketing media with respect to traditional measures of communication effectiveness--i.e, memory, attitude, and intention to buy. Frameworks for research on online advertising have highlighted the importance of interactivity (Pavlou and Stewart 200, Rodgers and Thorson 2000), consumer control (Pavlou and Stewart 200, Rodgers and Thorson 2000), and consumer tasks (Rodgers and Thorson 2000) for driving needed changes in measuring effectiveness of online advertising. Essential differences notwithstanding, these models continue to acknowledge the roles of traditional measures, including memory for information. Firms clearly benefit from the breadth of reach and immediate access to their target audiences but few studies have measured differences for identical content and layout disseminated in a paper versus an online form. Conflicting results for the effect of medium (online advertising versus print) on memory emerge from recent studies. In lab settings, there is evidence for no memory differences (Gallagher, Parsons and Foster 2001a) and also for memory differences (Sundar, Narayan, Obregon and Uppal. 1998). Field settings show memory differences (Gallagher et al. 2001a, Gallagher, Foster and Parsons 2001b), particularly for less experienced users (Gallagher et al. 2001b). None of these have isolated the display medium itself. Further, advertising responses and responses to product information have not yet been clearly distinguished, although Sundar et al. 1998 found that a blended measure of recall and recognition showed a difference for ads but not informative content. Thus, it is unclear whether one medium is superior to another for evoking consumer responses and whether this would...


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