Spatial Memory Affects Recall and Attitudes Toward Advertisements

Abstract

Much of the literature examining spatial aptitude has reported male dominance. However, Silverman and Eals (1992-1994) demonstrated in a series of studies that females outperform males in spatial memory. To date, there is no research testing the relationship between this ability and memory for advertisements. This thesis describes an experiment where a computer version of Silverman and Eals "Recall of Object Arrays" ( 1994) was used to examine sex and individual differences in ad recall and attitude toward a target advertisement. Participants were classified into high and low spatial groups. Significant differences were found in object-location recall demonstrating a female advantage. In addition, high-spatial memory individuals outperformed low-spatial memory individuals in layout memory performance. These persons also generated more emotional responses toward the target advertisement. Findings establish that aptitude in spatial memory ability frees one's resources to concentrate on an emotional response toward an advertisement. These conclusions were discussed in terms of Baddeley's Working Memory Model (Baddeley 1986) and supporting marketing literature.

Notes

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Thesis Completion

2003

Semester

Summer

Advisor

Sims, Valerie

Degree

Bachelor of Science (B.S.)

College

College of Arts and Sciences

Degree Program

Psychology

Subjects

Arts and Sciences -- Dissertations, Academic; Dissertations, Academic -- Arts and Sciences; Advertising -- Psychological aspects; Memory; Memory -- Sex differences

Format

Print

Identifier

DP0021774

Language

English

Access Status

Open Access

Length of Campus-only Access

None

Document Type

Honors in the Major Thesis

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