Effects of Product–Program Congruity and Viewer Involvement on Memory for Televised Advertisements1


  • 1

    The authors are extremely grateful to two reviewers for their careful and critical reading of the paper and numerous suggestions as to how to improve it.

Correspondence concerning this article should be addressed to Adrian Furnham, Department of Psychology, University College London, 26 Bedford Way, London WC1 0AP, United Kingdom. E-mail: ucjtsaf@ucl.ac.u.


This study examined the effects of program context on the memory of congruent or incongruent television (TV) advertisements on a youth sample (N= 123) aged 16 to 19 years. An experimental design was developed to test memory for a set of 6 car advertisements and 6 food advertisements within 2 program contexts: a car program and a food program. Memory for car advertisements was significantly better than memory for food advertisements in the free-recall condition, but the opposite was true in the cued-recall condition. Free recall of car advertisements in the food program was significantly better than of food advertisements in the food program. Levels of involvement were found to be unrelated to recall and recognition of advertisements.