Implicit Memory and Online Advertisement Priming

<p>Implicit Memory research has been investigating the attentional requirements needed for something to be encoded and accessible through implicit memory. So far, previous research has produced mixed results on attentional requirements for perceptual implicit memory, some studies citing evidence for the need of attention, others citing the opposite. As well, research has been consistent in producing results showing that conceptual implicit memory has higher attentional demands than that of its perceptual counterpart. Adopting Transfer-Appropriate Processing framework, the current paper investigates attention requirements for both a perceptual task (picture identification) and a conceptual task (category exemplar generation). Participants examine webpages with advertisements embedded in both an ad-engaged and webpage-engaged condition manipulation. Study 1 had participants perform speeded picture identification, whereas Study 2 had them perform a category exemplar generation task. Results were consistent with TAP framework and showed that, when not accounting for explicit contamination, the perceptual task did not significantly differ between conditional manipulations, whereas the conceptual task produced results highlighting the need for attention and deeper levels of encoding for conceptual implicit memory to be activated.</p>

Name thesis:degree_name

Master of Arts - Psychology

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Psychology

Year dc:date.available

2019

Author dc:creator

• Custard, Matthew L

Contributors dc:contributor

• Dr. Scott Drury
• Dr. Steven Estrada
• Dr. Nathan Sparkman

• Implicit memory
• perceptual
• conceptual
• explicit contamination
• advertisement
• priming
• Cognitive Psychology

Repository record dc:identifier

https://scholarworks.sfasu.edu/etds/326

OAI identifier oai:identifier

oai:scholarworks.sfasu.edu:etds-1308