Media Transportation Induced by Media Content and Advertising Memory
| Moderators | Keffects | N | r | 95% CI | SD | % Var |
|---|---|---|---|---|---|---|
| Media Transportation → Advertising Memory | 24 | 2,934 | .04 | (−.06, .13) | .22 | 14.69 |
| Recall | 10 | 892 | −.03 | (−.18, .12) | .21 | 20.05 |
| Recognition | 14 | 2,042 | .07 | (−.06, .19) | .22 | 12.94 |
| Recall—overall | 3 | 253 | −.19 | (−.36, −.01) | .11 | 46.84 |
| Recall—advertisement content | 4 | 360 | .05 | (.03, .06) | .00 | 100.00 |
| Recall—brand | 3 | 279 | .01 | (−.39, .42) | .34 | 8.63 |
| Recognition—overall | 5 | 433 | −.06 | (−.21, .10) | .14 | 35.58 |
| Recognition—advertising content | 2 | 971 | .23 | (.07, .39) | .11 | 13.75 |
| Recognition—brand | 4 | 359 | −.06 | (−.36, .24) | .29 | 12.90 |
| Recognition—product | 3 | 279 | −.16 | (−.19, −.12) | .00 | 100.00 |
| Publication Time Interval | ||||||
| 1990s | 10 | 866 | −.22 | (−.29, −.15) | .05 | 80.52 |
| 2000s | 10 | 1,691 | .18 | (.10, .26) | .11 | 30.28 |
| 2010–2013 | 4 | 377 | −.02 | (−.32, .28) | .28 | 14.51 |
| Research Participants | ||||||
| College students | 12 | 1,045 | .05 | (−.10, .19) | .24 | 17.29 |
| Adults | 12 | 1,889 | .03 | (−.10, .16) | .21 | 12.78 |
| Advertising Medium | ||||||
| Television | 17 | 1,539 | −.04 | (−.12, .05) | .15 | 34.59 |
| Not television | 7 | 1,395 | .12 | (−.08, .32) | .26 | 7.07 |
| Online/PC games | 4 | 377 | −.02 | (−.32, .28) | .28 | 14.51 |
| Not online/PC games | 20 | 2,557 | .04 | (−.06, .15) | .21 | 14.82 |
| Brand/Advertising Type | ||||||
| Real brand | 18 | 1,586 | −.11 | (−.18, −.03) | .11 | 46.69 |
| Fictitious brand | 3 | 297 | −.19 | (−.27, −.11) | .00 | 100.00 |
| Not specific | 3 | 1,051 | .30 | (.21, .40) | .07 | 32.27 |
| Product Category | ||||||
| Beverages | 13 | 1,163 | −.22 | (−.27, −.16) | .02 | 94.77 |
| Not beverages | 11 | 1,771 | .19 | (.11, .28) | .13 | 26.68 |
| Food | 16 | 1,440 | −.07 | (−.13, −.01) | .05 | 79.25 |
| Not food | 8 | 1,494 | .15 | (−.05, .34) | .27 | 7.06 |
| Personal care | 10 | 866 | −.04 | (−.16, .07) | .14 | 36.22 |
| Not personal care | 14 | 2,068 | .07 | (−.06, .21) | .24 | 10.89 |
| Services | 7 | 720 | .04 | (.02, .05) | .00 | 100.00 |
| Not services | 16 | 2,214 | .04 | (−.10, .17) | .26 | 9.82 |
| Clothing/fashion | 5 | 443 | −.29 | (−.40, −.17) | .08 | 65.08 |
| Not clothing/fashion | 19 | 2,491 | .09 | (−.01, .18) | .19 | 16.74 |
Note: Keffects = number of effect sizes; N = cumulative sample size; r = reliability-corrected correlation; 95% CI = 95 percent confidence interval; SD = standard deviation; % Var = percentage of variance.