Listener recall for call‐in versus structured interview radio formats

Abstract

Subjects heard one of two radio formats as background sound while they completed questionnaires and read magazines. The two programs presented identical information. Listeners to the radio call‐in format learned more than did listeners to a tightly organized interview format. Those subjects who studied regularly with the radio on learned more from background radio exposure than did those not so accustomed. These findings were predicted on the basis of earlier attention and listening research.