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Gepubliceerd in: Psychological Research 7/2021

10-11-2020 | Original Article

What makes creative advertisements memorable? The role of insight

Auteurs: Wangbing Shen, Haiping Bai, Linden J. Ball, Yuan Yuan, Meijiao Wang

Gepubliceerd in: Psychological Research | Uitgave 7/2021

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Abstract

Sudden insight is often observed during creative problem solving and studies have suggested that advertisements can likewise evoke an insight experience. To date, however, there is limited empirical evidence on whether advertisements can trigger ideational insight, and, if so, whether such insight plays a role in advertising memorability. This study aimed to explore the insight experience evoked by advertisements and to examine the role of such experimentally-induced insight in predicted memory and metamemory performance. Participants viewed standardized advertising images sequentially, with each image presentation being followed immediately by a second presentation either with or without a brief description of the advertising idea. Next, participants were asked to recall the three most impressive advertisements. Finally, participants were randomly divided to complete either immediate (5 min later) or delayed (3 days later) recognition tests and to provide retrospective confidence judgments (RCJs). Recall of creative advertisements was better than standard advertisements and most of them evoked insight. In addition, recognition accuracy was greater for creative advertisements relative to standard advertisements and metamemory performance as elicited through RCJs was enhanced. Further analyses confirmed the documented importance of insight for memory consolidation. The findings suggest that insight makes advertisements more memorable, especially those that are creative.
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Metagegevens
Titel
What makes creative advertisements memorable? The role of insight
Auteurs
Wangbing Shen
Haiping Bai
Linden J. Ball
Yuan Yuan
Meijiao Wang
Publicatiedatum
10-11-2020
Uitgeverij
Springer Berlin Heidelberg
Gepubliceerd in
Psychological Research / Uitgave 7/2021
Print ISSN: 0340-0727
Elektronisch ISSN: 1430-2772
DOI
https://doi.org/10.1007/s00426-020-01439-5