{"id":115086,"date":"2018-03-11T10:43:26","date_gmt":"2018-03-11T10:43:26","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/the-influence-of-encoding-conditions-type-of-product-and-contents-in-memory-for-ads\/"},"modified":"2018-03-11T10:43:26","modified_gmt":"2018-03-11T10:43:26","slug":"the-influence-of-encoding-conditions-type-of-product-and-contents-in-memory-for-ads","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/pais-vasco-euskal-herriko-unibertsitatea\/the-influence-of-encoding-conditions-type-of-product-and-contents-in-memory-for-ads\/","title":{"rendered":"The influence of encoding conditions, type of product, and contents in memory for ads"},"content":{"rendered":"

Tesis doctoral de Beatriz Martin Luengo <\/strong><\/h2>\n

The main objective of this thesis was to study the memory for ads. We wereinterested in how the encoding conditions, type of product advertised andelements of the ad affect memory for ads. We were also concerned with theimpact that daily activities, different types of media and different memory taskshave on the processing of ads. Six experiments were conducted with anecological perspective, i.E., With realistic materials and an incidental exposure tothe ads. Participants were exposed to programmes or texts in which ads wereembedded. Following a distractor task, they completed a memory test. Theresults showed that the encoding conditions, such as the programme in whichthe ads were embedded, affected the retrieval of the ads. Specifically, we foundthat boring programmes induced a strict response criterion (article 1), while adsthat did not share a common theme with the programmes in which they wereembedded were better remembered (article 2). Although a divided attentiontask that mimicked daily usage of radio did not impair memory for radio ads,differences in confidence ratings suggested that participants hadmisconceptions about how memory works (article 2). The results also showedthat products remembered in a free recall task were rated as more interestingthan those retrieved in the cued recall test, suggesting that different memorytasks produce different types of products depending on their interest (article 3).Products of interest were better remembered and, importantly for futureresearch, concealed the effects of other variables like those related withprogrammes (article 4). Regarding the elements that form the ads, betteraccuracy was found with low-typicality elements but more hits and false alarmswith high-typicality elements (articles 1, 2, and 4). Lastly, data suggest that thedifferences in the flow of information in different types of media should beconsidered in future research (article 4). Theoretical implications and practicalapplications of the results of this thesis are discussed.Keywords: memory for ads, thematic congruence, type of programme, dividedattention, type of product, typicality.Resumen (spanish abstract)el objetivo principal de esta tesis fue estudiar la memoria para anuncios. Enconcreto como las condiciones de codificaci\u00f3n, el tipo de producto anunciado ylos elementos de los anuncios afectaron a la memoria de los anuncios.Tambi\u00e9n nos interesamos por el impacto de las actividades cotidianas, losdiferentes medios de comunicaci\u00f3n y las diferentes tareas de memoria influyenen el procesamiento de los anuncios. Realizamos seis experimentos desde unaperspectiva ecol\u00f3gica, es decir, utilizando materiales realistas y una exposici\u00f3nincidental a los anuncios. Se presentaron programas o textos en los que sehab\u00edan insertado anuncios y tras una tarea distractora se pidi\u00f3 a losparticipantes que completaran una prueba de memoria. Los resultadosmostraron que las condiciones de codificaci\u00f3n tales como el programa en elque los anuncios est\u00e1n insertados afectan a la recuperaci\u00f3n de los anuncios.En concreto, encontramos que los programas aburridos inducen a un criterioestricto de respuesta (art\u00edculo 1) mientras que los anuncios que no compartentema con el programa en el que est\u00e1n insertados se recuerdan mejor (art\u00edculo2). Aunque la realizaci\u00f3n de una tarea atenci\u00f3n dividida, que imitaba el usohabitual de la radio, no produjo una peor memoria para los anuncios de radio,las diferencias encontradas en las evaluaciones de confianza sobre la memoriade los anuncios sugieren que los participantes ten\u00edan asunciones err\u00f3neas dec\u00f3mo funciona la memoria (art\u00edculo 2). Los resultados tambi\u00e9n mostraron comolos productos recuperados en una tarea de recuerdo libre fueron evaluadoscomo m\u00e1s interesantes que aqu\u00e9llos obtenidos en una prueba de recuerdo conclave, sugiriendo que con diferentes pruebas de memoria se obtienendiferentes tipos de productos dependiendo de su inter\u00e9s (art\u00edculo 3). Losproductos de inter\u00e9s se recordaron mejor e, importante para futurasinvestigaciones, bloquean los efectos de otras variables como aqu\u00e9llasrelacionadas con los programas (art\u00edculo 4). En relaci\u00f3n con los elementos delos anuncios, encontramos una mayor exactitud con los elementos de tipicidadbaja aunque un mayor n\u00famero de aciertos y falsas alarmas con los de tipicidadalta (art\u00edculos 1, 2 y 4). Finalmente, los datos sugieren que las diferencias en elflujo de informaci\u00f3n dependiendo de cada tipo de medio se deber\u00eda de tener encuenta en pr\u00f3ximas investigaciones (art\u00edculo 4). A lo largo de la tesis sediscuten las implicaciones te\u00f3ricas y las aplicaciones pr\u00e1cticas de losresultados obtenidos.Palabras clave: memoria para anuncios, congruencia tem\u00e1tica, tipo deprograma, atenci\u00f3n dividida, tipo de producto, tipicidad.<\/p>\n

 <\/p>\n

Datos acad\u00e9micos de la tesis doctoral \u00abThe influence of encoding conditions, type of product, and contents in memory for ads<\/strong>\u00ab<\/h3>\n
    \n
  • T\u00edtulo de la tesis:<\/strong>\u00a0 The influence of encoding conditions, type of product, and contents in memory for ads <\/li>\n
  • Autor:<\/strong>\u00a0 Beatriz Martin Luengo <\/li>\n
  • Universidad:<\/strong>\u00a0 Pa\u00eds vasco\/euskal herriko unibertsitatea<\/li>\n
  • Fecha de lectura de la tesis:<\/strong>\u00a0 20\/12\/2013<\/li>\n<\/ul>\n

     <\/p>\n

    Direcci\u00f3n y tribunal<\/h3>\n
      \n
    • Director de la tesis<\/strong>\n
        \n
      • Karlos Luna Ortega<\/li>\n<\/ul>\n<\/li>\n
      • Tribunal<\/strong>\n
          \n
        • Presidente del tribunal: Mar\u00eda teresa Bajo molina <\/li>\n
        • pedro Viana barbas de albuquerque (vocal)<\/li>\n
        • \u00e1ngel Fern\u00e1ndez ramos (vocal)<\/li>\n
        • elvira Garcia bajos (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n

           <\/p>\n","protected":false},"excerpt":{"rendered":"

          Tesis doctoral de Beatriz Martin Luengo The main objective of this thesis was to study the memory for ads. We […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[12909,13633],"tags":[25965,227834,104609,166870,14557,227835],"class_list":["post-115086","post","type-post","status-publish","format-standard","hentry","category-pais-vasco-euskal-herriko-unibertsitatea","category-procesos-de-la-memoria","tag-angel-fernandez-ramos","tag-beatriz-martin-luengo","tag-elvira-garcia-bajos","tag-karlos-luna-ortega","tag-maria-teresa-bajo-molina","tag-pedro-viana-barbas-de-albuquerque"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/115086","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/comments?post=115086"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/115086\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=115086"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=115086"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=115086"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}