TABLE 3

Effect Sizes by Specific Media-Context Factors

Moderators	K_effects^a	N	r	95% CI	SD	% Var
Overall impact of media-context factors on advertising memory	497	221,532	.15	(.13, .17)	.19	5.52
Media Context Generating Positive Impact on Advertising Memory
Involvement with media	69	127,281	.21	(.17, .24)	.16	1.89
Media context-advertisement congruency	17	23,271	.19	(.15, .23)	.08	10.86
Program liking	7	13,166	.17	(.11, .23)	.08	6.86
Dominance and competence	6	594	.31	(.27, .36)	.00	100.00
Noncartoon versus cartoon program^b	6	168	.36	(.04, .68)	.36	16.96
Documentary versus action/adventure^b	4	133	.25	(.01, .50)	.18	44.14
Television versus radio^b	3	270	.27	(.01, .53)	.21	17.89
General interest versus specialty magazine^b	3	1,299	.47	(.28, .66)	.16	5.15
Sexual versus violent program^b	3	639	.11	(.08, .14)	.00	100.00
Task-related: hard versus easy^b	3	198	.62	(.56, .68)	.00	100.00
Task-related: hard versus medium^b	3	198	.34	(.31, .37)	.00	100.00
Task-related: medium versus easy^b	3	198	.31	(.28, .34)	.00	100.00
Serial versus sitcom^b	2	512	.14	(.13, .15)	.00	100.00
Sitcom versus quiz/audience participation^b	2	670	.09	(.07, .11)	.00	100.00
Serial versus quiz/audience participation^b	2	822	.05	(.02, .08)	.00	100.00
Within versus between the programs (interrupting versus shoulder Mock)^b	2	4,258	.20	(.20, .21)	.00	100.00
Media Context Generating Negative Impact on Advertising Memory
Arousal	40	6,112	−.05	(−.10, −.01)	.13	27.54
Humor	29	2,483	−.10	(−.17, −.02)	.17	28.50
Nonviolent versus violent program^b	23	3,382	−.25	(−.29, −.20)	.07	57.70
First part versus rest of the program^b	13	1,282	−.54	(−.62, −.45)	.14	20.88
Low versus high suspense	10	866	−.13	(−.23, −.03)	.11	47.18
Impact and personal impact	10	852	−.06	(−.11, −.01)	.00	100.00
Nonsexual versus sexual program^b	9	881	−.45	(−.54, −.37)	.11	36.55
Thought-provoking	8	720	−.11	(−.14, −.07)	.00	100.00
Neutral versus violent or sexual program^b	2	672	−.32	(−.42, −.22)	.06	43.12
Learned a great deal	2	146	−.04	(−.05, −.03)	.00	100.00
General quality very high	2	146	−.05	(−.10, −.01)	.00	100.00
Sitcom versus drama^b	2	88	−.31	(−.55, −.07)	.10	63.36
Sitcom versus news^b	2	88	−.15	(−.20, −.10)	.00	100.00
Type of task: watch versus play^b	2	124	−.76	(−.81, −.70)	.00	100.00
Type of task: surfers versus seekers^b	2	280	−.50	(−.59, −.41)	.01	95.03
Nonsignificant Impact on Advertising Memory
Entertainment and enjoyment	37	3,341	.05	(.00, .10)	.12	41.99
Attention to media content	34	6,985	.01	(−.03, .05)	.10	35.11
Media transportation	24	2,934	.04	(−.06, .13)	.22	14.69
Program interest	18	1,586	−.03	(−.11, .06)	.15	34.00
Negative versus positive affect^b	14	3,652	.04	(−.03, .11)	.12	22.83
Trust and credibility	12	1,950	−.01	(−.06, .05)	.05	72.11
Print versus web^b	12	192	−.02	(−.16, .12)	.00	100.00
Challenging	11	1,017	−.08	(−.16, .00)	.08	64.35
Cognitive versus affective^b	8	514	.36	(−.13, .85)	.70	2.53
Worth remembering	8	720	−.04	(−.15, .07)	.12	44.30
Action/adventure versus sitcom^b	4	150	.00	(−.30, .30)	.26	29.08
Contemporary	4	390	−.04	(−.17, .10)	.10	52.26
Print versus television^b	3	270	.14	(−.15, .43)	.23	16.76
Print versus radio^b	3	270	−.08	(−.59, .42)	.43	5.53
Hostility induced by program	3	120	−.11	(−.59, .36)	.39	14.15
Neutral versus disturbing news^b	3	144	−.17	(−.36, .02)	.09	70.80
Appealing	2	132	−.10	(−.19, .00)	.00	100.00
Daytime versus nighttime programs^b	2	4,258	−.02	(−.03, .00)	.00	100.00
Games vs. drama^b	1	130	.01
Advertisement position: right versus left^b	1	326	.13
Advertisement position: right versus spread^b	1	326	.47
Advertisement position: left versus spreadb^b	1	326	.37

Note: K_effects = number of effect sizes; N = cumulative sample size; r = reliability-corrected correlation; 95% CI = 95 percent confidence interval; SD = standard deviation; % Var = percentage variance. ^aMedia-context factors were listed by K_effects. ^bThe measures are dichotomous; interpreting the latter case is more (less) effective than the former when correlations are positive (negative).