Entertainment or Enjoyment Induced by Media Content and Ad Memory
| Moderators | Keffects | N | r | 95% CI | SD | % Var |
|---|---|---|---|---|---|---|
| Entertainment/Enjoyment Induced by Media → Advertising Memory | 37 | 3,341 | .05 | (.00, .10) | .12 | 41.99 |
| Recall | 19 | 1,717 | .05 | (−.02, .12) | .11 | 48.55 |
| Recognition | 18 | 1,624 | .05 | (−.03, .13) | .14 | 36.76 |
| Recall—overall | 6 | 572 | −.09 | (.00, .00) | .09 | 53.99 |
| Recall—advertising content | 12 | 1,016 | .14 | (.09, .19) | .00 | 100.00 |
| Recall—brand | 1 | 129 | −.01 | |||
| Recognition—overall | 15 | 1,327 | .00 | (−.08, .07) | .10 | 53.39 |
| Recognition—advertising content | 1 | 99 | .33 | |||
| Recognition—brand | 1 | 99 | .25 | |||
| Recognition—product | 1 | 99 | .29 | |||
| Publication Time Interval | ||||||
| 1990s | 14 | 1,276 | −.10 | (−.16, −.03) | .08 | 61.47 |
| 2000s | 20 | 1,768 | .12 | (.08, .16) | .00 | 100.00 |
| 2010–2013 | 3 | 297 | .29 | (.25, .32) | .00 | 100.00 |
| Research Participants | ||||||
| Children | 2 | 132 | .03 | (.02, .04) | .00 | 100.00 |
| College students | 18 | 1,630 | .04 | (−.05, .13) | .16 | 31.04 |
| Adults | 17 | 1,579 | .06 | (.00, .13) | .09 | 57.40 |
| Advertising Media | ||||||
| Television | 30 | 2,752 | .06 | (.03, .10) | .00 | 100.00 |
| Not television | 7 | 589 | −.02 | (−.24, .21) | .29 | 12.75 |
| Magazines | 4 | 292 | −.33 | (−.33, −.32) | .00 | 100.00 |
| Not magazines | 30 | 3,049 | .09 | (.05, .13) | .06 | 75.69 |
| Online/PC games | 3 | 297 | .29 | (.25, .32) | .00 | 100.00 |
| Not online/PC games | 34 | 3,044 | .03 | (−.02, .08) | .11 | 48.98 |
| Brand/Advertisement Type | ||||||
| Real brand | 34 | 3,044 | .03 | (−.02, .08) | .11 | 48.98 |
| Fictitious brand | 3 | 297 | .29 | (.25, .32) | .00 | 100.00 |
| Product Category | ||||||
| Beverages | 25 | 2,261 | .01 | (−.06, .07) | .14 | 37.64 |
| Retail store | 12 | 1,080 | .15 | (.10, .19) | .00 | 100.00 |
| Food | 22 | 2,064 | .06 | (.02, .11) | .04 | 88.36 |
| Clothing/fashion | 15 | 1,277 | .03 | (−.08, .14) | .19 | 24.11 |
| Personal care | 34 | 3,044 | .03 | (−.02, .08) | .11 | 48.98 |
| Electronics | 3 | 297 | .29 | (.25, .32) | .00 | 100.00 |
| Services | 24 | 2,158 | .10 | (.06, .13) | .00 | 100.00 |
| Not services | 13 | 1,183 | −.04 | (−.16, .08) | .19 | 23.01 |
| Household | 26 | 2,362 | .07 | (.03, .11) | .03 | 90.43 |
| Not household | 11 | 979 | .00 | (−.14, .14) | .21 | 19.86 |
| Leisure | 4 | 390 | .02 | (.00, .04) | .00 | 100.00 |
| Not leisure | 33 | 2,951 | .05 | (.00, .11) | .14 | 37.68 |
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.