The influence of thematic congruency, typicality and divided attention on memory for radio advertisements

We examined the effects of the thematic congruence between ads and the programme in which they are embedded. We also studied the typicality of the to-be-remembered information (high- and low-typicality elements), and the effect of divided attention in the memory for radio ad contents. Participants listened to four radio programmes with thematically congruent and incongruent ads embedded, and completed a true/false recognition test indicating the level of confidence in their answer. Half of the sample performed an additional task (divided attention group) while listening to the radio excerpts. In general, recognition memory was better for incongruent ads and low-typicality statements. Confidence in hits was higher in the undivided attention group, although there were no differences in performance. Our results suggest that the widespread idea of embedding ads into thematic-congruent programmes negatively affects memory for ads. In addition, low-typicality features that are usually highlighted by advertisers were better remembered than typical contents. Finally, metamemory evaluations were influenced by the inference that memory should be worse if we do several things at the same time.