Attention to Media Content and Advertising Memory
| Moderators | Keffects | N | r | 95% CI | SD | % Var |
|---|---|---|---|---|---|---|
| Attention toward Media Content → Advertising Memory | 34 | 6,985 | .01 | (−.03, .05) | .10 | 35.11 |
| Recall | 20 | 5,759 | .03 | (−.02, .07) | .08 | 38.19 |
| Recognition | 14 | 1,226 | −.07 | (−.16, .02) | .13 | 39.70 |
| Recall—overall | 5 | 416 | −.20 | (−.31, −.09) | .07 | 70.90 |
| Recall—advertising content | 8 | 3,434 | .06 | (.03, .08) | .00 | 100.00 |
| Recall—brand | 5 | 1,781 | .01 | (−.06, .07) | .05 | 52.24 |
| Recall—product | 2 | 128 | .25 | (.16, .33) | .00 | 100.00 |
| Recognition—overall | 8 | 686 | −.06 | (−.21, .09) | .19 | 24.54 |
| Recognition—brand | 3 | 270 | −.11 | (−.16, −.05) | .00 | 100.00 |
| Recognition—product | 3 | 270 | −.07 | (−.15, .02) | .00 | 100.00 |
| Publication Time Interval | ||||||
| 1990s | 19 | 1,564 | −.11 | (−.20, −.03) | .16 | 32.19 |
| 2000s | 15 | 5,421 | .04 | (.02, .07) | .00 | 100.00 |
| Research Participants | ||||||
| College students | 16 | 1,372 | −.04 | (−.14, .06) | .18 | 26.83 |
| Adults | 18 | 5,613 | .02 | (−.01, .06) | .05 | 54.32 |
| Advertising Medium | ||||||
| Television | 30 | 6,693 | .03 | (.00, .06) | .04 | 72.19 |
| Magazines | 4 | 292 | −.42 | (−.47, −.37) | .00 | 100.00 |
| Brand/Advertisement Type | ||||||
| Real brand | 31 | 2,644 | −.04 | (−.11, .02) | .14 | 36.87 |
| Not specific | 3 | 4,341 | .04 | (.02, .06) | .00 | 100.00 |
| Product Category | ||||||
| Beverages | 16 | 1,372 | −.16 | (−.24, −.09) | .10 | 50.50 |
| Not beverages | 18 | 5,613 | .05 | (.03, .08) | .00 | 100.00 |
| Food/household | 24 | 2,160 | −.02 | (−.06, .03) | .03 | 92.91 |
| Not food | 10 | 4,825 | .02 | (−.05, .10) | .11 | 14.51 |
| Personal care/services | 16 | 1,372 | −.04 | (−.14, .06) | .18 | 26.83 |
| Not personal care | 18 | 5,613 | .02 | (−.01, .06) | .05 | 54.32 |
| Clothing/fashion | 4 | 292 | −.42 | (−.47, −.37) | .00 | 100.00 |
| Not clothing/fashion | 30 | 6,693 | .03 | (.00, .06) | .04 | 72.19 |
| Retail store | 12 | 1,080 | .06 | (.01, .11) | .00 | 100.00 |
| Not retail store | 22 | 5,905 | .00 | (−.05, .05) | .11 | 25.43 |
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 variance.