Arousal Induced by Media Content and Advertising Memory
| Moderators | Keffects | N | r | 95% CI | SD | % Var |
|---|---|---|---|---|---|---|
| Arousal Induced by Media → Advertising Memory | 40 | 6,112 | −.05 | (−.10, −.01) | .13 | 27.54 |
| Recall | 23 | 4,445 | −.04 | (−.11, .03) | .15 | 18.22 |
| Recognition | 17 | 1,667 | −.09 | (−.13, −.04) | .00 | 100.00 |
| Recall—overall | 5 | 410 | −.14 | (−.23, −.04) | .02 | 97.90 |
| Recall—advertising content | 12 | 2,719 | −.05 | (−.14, .04) | .15 | 17.21 |
| Recall—brand | 4 | 775 | −.04 | (−.20, .12) | .15 | 19.57 |
| Recall—product | 2 | 541 | .08 | (−.19, .34) | .18 | 9.90 |
| Recognition—overall | 7 | 605 | .00 | (−.07, .08) | .00 | 100.00 |
| Recognition—advertising content | 2 | 198 | −.22 | (−.24, −.20) | .00 | 100.00 |
| Recognition—brand | 5 | 576 | −.12 | (−.15, −.09) | .00 | 100.00 |
| Recognition—product | 3 | 288 | −.13 | (−.19, −.07) | .00 | 100.00 |
| Publication Time Interval | ||||||
| 1980s | 1 | 89 | −.41 | |||
| 1990s | 14 | 1,430 | .05 | (−.06, .17) | .19 | 20.70 |
| 2000s | 12 | 1,227 | −.01 | (−.09, .07) | .09 | 53.71 |
| 2010–2013 | 13 | 3,366 | −.11 | (−.14, −.07) | .03 | 77.44 |
| Publication Type | ||||||
| Journal articles | 36 | 5,532 | −.09 | (−.13, −.06) | .07 | 60.58 |
| Conference presentations and dissertations | 4 | 580 | .31 | (.26, .36) | .00 | 100.00 |
| Research Participants | ||||||
| College students | 28 | 4,960 | −.03 | (−.09, .03) | .14 | 21.32 |
| Adults | 12 | 1,152 | −.14 | (−.17, −.11) | .00 | 100.00 |
| Advertising Medium | ||||||
| Television | 27 | 4,794 | −.04 | (−.10, .03) | .15 | 20.07 |
| Not television | 13 | 1,318 | −.12 | (−.15, −.09) | .00 | 100.00 |
| Magazines | 4 | 292 | −.09 | (−.13, −.06) | .00 | 100.00 |
| Not magazines | 36 | 5,820 | −.05 | (−.10, .00) | .14 | 24.93 |
| Online/PC games | 9 | 1,026 | −.13 | (−.16, −.09) | .00 | 100.00 |
| Not online/PC games | 31 | 5,086 | −.04 | (−.10, .02) | .14 | 22.85 |
| Brand/Advertisement Type | ||||||
| Real brand | 30 | 4,997 | −.03 | (−.09, .02) | .14 | 24.26 |
| Fictitious brand | 6 | 594 | −.14 | (−.20, −.09) | .00 | 100.00 |
| Not specific | 4 | 521 | −.15 | (−.27, −.04) | .08 | 54.85 |
| Product Category | ||||||
| Beverages | 23 | 2,456 | −.02 | (−.10, .06) | .17 | 25.90 |
| Not beverages | 17 | 3,656 | −.08 | (−.13, −.02) | .10 | 33.04 |
| Food | 15 | 1,353 | −.03 | (−.11, .04) | .10 | 54.51 |
| Not food | 25 | 4,759 | −.06 | (−.12, .00) | .14 | 21.33 |
| Personal care | 18 | 1,790 | .11 | (.03, .18) | .13 | 35.58 |
| Not personal care | 22 | 4,322 | −.12 | (−.16, −.09) | .04 | 71.60 |
| Electronics | 9 | 1,026 | −.13 | (−.16, −.09) | .00 | 100.00 |
| Not electronics | 31 | 5,086 | −.04 | (−.10, .02) | .14 | 22.85 |
| Services | 15 | 3,492 | −.06 | (−.11, −.01) | .08 | 42.73 |
| Not services | 25 | 2,620 | −.04 | (−.12, .04) | .18 | 22.89 |
| Automobiles | 11 | 3,279 | −.10 | (−.15, −.06) | .05 | 58.50 |
| Not automobiles | 29 | 2,833 | .01 | (−.06, .08) | .17 | 27.12 |
| Clothing/fashion | 10 | 886 | −.12 | (−16, −.08) | .00 | 100.00 |
| Not clothing/fashion | 30 | 5,226 | −.04 | (−.10, .02) | .14 | 21.93 |
| Household | 18 | 1,858 | .09 | (.00, .17) | .16 | 28.07 |
| Not household | 22 | 4,254 | −.12 | (−.15, −.08) | .04 | 72.73 |
| Pharmaceuticals | 7 | 2,772 | −.10 | (−.15, −.05) | .05 | 52.44 |
| Not pharmaceuticals | 33 | 3,340 | −.01 | (−.08, .05) | .16 | 27.34 |
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.