Moderators | Keffects | N | r | 95% CI | SD | % Var |
---|---|---|---|---|---|---|
Humor → Advertising Memory | 29 | 2,483 | −.10 | (−.17, −.02) | .17 | 28.50 |
Recall | 17 | 1,370 | −.06 | (−.15, .04) | .17 | 31.24 |
Recognition | 12 | 1,113 | −.14 | (−.25, −.03) | .16 | 27.79 |
Recall—overall | 5 | 481 | −.18 | (−.26, −.09) | .02 | 95.92 |
Recall—advertising content | 9 | 726 | .06 | (−.07, .18) | .15 | 36.14 |
Recall—brand | 1 | 98 | −.27 | |||
Recall—product | 2 | 65 | −.17 | (−.50, .16) | .16 | 54.60 |
Recognition—overall | 10 | 929 | −.09 | (−.19, .01) | .12 | 42.06 |
Recognition—brand | 1 | 92 | −.38 | |||
Recognition—product | 1 | 92 | −.49 | |||
Publication Time Interval | ||||||
1970s | 4 | 134 | −.03 | (−.32, .27) | .24 | 34.39 |
1980s | 1 | 117 | −.19 | |||
1990s | 12 | 1,152 | −.24 | (−.32, −.15) | .12 | 39.80 |
2000s | 12 | 1,080 | .05 | (−.01, .12) | .04 | 85.71 |
Research Participants | ||||||
Children | 5 | 460 | −.40 | (−.48, −.32) | .03 | 87.05 |
College students | 18 | 1,429 | .00 | (−.07, .08) | .12 | 45.43 |
Adults | 6 | 594 | −.11 | (−.13, −.08) | .00 | 100.00 |
Brand/Advertising Type | ||||||
Real brand | 23 | 1,906 | −.02 | (−.08, .04) | .10 | 54.60 |
Not specific | 6 | 577 | −.36 | (−.45, −.26) | .08 | 55.27 |
Product Category | ||||||
Beverages | 12 | 1,152 | −.24 | (−.32, −.15) | .12 | 39.80 |
Not beverages | 17 | 1,331 | .02 | (−.05, .10) | .11 | 53.15 |
Food/personal care/household | 23 | 2,134 | −.09 | (−.17, −.01) | .17 | 27.04 |
Not food | 6 | 349 | −.15 | (−.32, .02) | .17 | 37.84 |
Electronics | 5 | 460 | −.40 | (−.48, −.32) | .03 | 87.05 |
Not electronics | 24 | 2,023 | −.03 | (−.09, .03) | .10 | 53.11 |
Services | 13 | 1,178 | .03 | (−.05, .10) | .09 | 56.23 |
Not services | 16 | 1,305 | −.21 | (−.30, −.12) | .15 | 33.71 |
Retail store | 12 | 1,080 | .05 | (−.01, .12) | .04 | 85.71 |
Not retail store | 17 | 1,403 | −.21 | (−.30, −.13) | .14 | 35.39 |
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.