TY - JOUR
T1 - Salient stimuli in advertising
T2 - The effect of contrast interval length and type on recall
AU - Olsen, G. Douglas
PY - 2002
Y1 - 2002
N2 - Salient auditory stimuli (e.g., music or sound effects) are commonly used in advertising to elicit attention. However, issues related to the effectiveness of such stimuli are not well understood. This research examines the ability of a salient auditory stimulus, in the form of a contrast interval (CI), to enhance recall of message-related information. Researchers have argued that the effectiveness of the CI is a function of the temporal duration between the onset and offset of the change in the background stimulus and the nature of this stimulus. Three experiments investigate these propositions and indicate that recall is enhanced, providing the CI is 3 s or less. Information highlighted with silence is recalled better than information highlighted with music.
AB - Salient auditory stimuli (e.g., music or sound effects) are commonly used in advertising to elicit attention. However, issues related to the effectiveness of such stimuli are not well understood. This research examines the ability of a salient auditory stimulus, in the form of a contrast interval (CI), to enhance recall of message-related information. Researchers have argued that the effectiveness of the CI is a function of the temporal duration between the onset and offset of the change in the background stimulus and the nature of this stimulus. Three experiments investigate these propositions and indicate that recall is enhanced, providing the CI is 3 s or less. Information highlighted with silence is recalled better than information highlighted with music.
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U2 - 10.1037/1076-898X.8.3.168
DO - 10.1037/1076-898X.8.3.168
M3 - Article
C2 - 12240929
AN - SCOPUS:0036718733
SN - 1076-898X
VL - 8
SP - 168
EP - 179
JO - Journal of Experimental Psychology: Applied
JF - Journal of Experimental Psychology: Applied
IS - 3
ER -