Abstract
In Experiment 1 subjects were tested on asserted and implied claims after each of two auditory presentations of a set of commercials. The same procedure was used in Experiment 2, except that the commercials were presented visually. In both experiments, subjects were able to differentiate between the asserted and the implied claims on each test, and there was a greater tendency (significant in Experiment 2 and approaching significance in Experiment 1) to accept the claims on the second than on the first test.
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References
Bruno, K. J., & Harris, R. J. (1980). The effect of repetition on the discrimination of asserted and implied claims in advertising. Applied Psycholinguistics, 1, 307–321.
Harris, R. J. (1977). Comprehension of pragmatic implications in advertising. Journal of Applied Psychology, 62, 603–608.
Searleman, A., & Carter, H. (1984, April). The effectiveness of different types of pragmatic implications in commercials. Paper presented at the meeting of the Eastern Psychological Association, Baltimore, MD.
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These experiments were performed by the first author as an undergraduate research project under the supervision of the second author. We very much appreciate the help of Alan Searleman, who provided us with the instructions, commercials, and test questions used in his experiment. A paper describing our results was presented in March 1985 at the annual meeting of the Eastern Psychological Association in Boston.
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Mady, L.A., Newman, S.E. Memory for auditorily and visually presented commericals: Effects of repetition and type of claim. Bull. Psychon. Soc. 25, 75–76 (1987). https://doi.org/10.3758/BF03330287
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DOI: https://doi.org/10.3758/BF03330287