Memory for Brand-Product Information in Pictorial Advertising

Abstract

In two experiments, we investigated whether the type of picture that accompanies a brand-product pair has an effect on memory in an advertising context. Subjects were students in introductory psychology classes who received course credit for participation. We formed 24 fictitious brand-product pairs and illustrated them using pictorial presentation and letter accentuation in both interactive and noninter-active relationships. In Experiment 1, subjects in the interactive pictorial presentation group recalled more brands in a paired-associate task than did the interactive letter accentuation group or the control group. In a paired-associate task in Experiment 2, we examined relative effectiveness of interactive and noninteractive presentation relationships and revealed two main effects: (a) Interactive was superior to noninteractive, and (b) pictorial presentation was superior to letter accentuation in aiding recall. Results are discussed in terms of implications for advertising.