Department of Experimental Psychology, Heinrich Heine University Düsseldorf, 40225, Düsseldorf, Germany.
Cogn Res Princ Implic. 2022 Sep 5;7(1):82. doi: 10.1186/s41235-022-00433-2.
Consumers are exposed to large amounts of advertising every day. One way to avoid being manipulated is to monitor the sources of persuasive messages. In the present study it was tested whether high exposure to advertising affects the memory and guessing processes underlying source attributions. Participants were exposed to high or low proportions of advertising messages that were intermixed with product statements from a trustworthy source. In a subsequent memory test, participants had to remember the sources of these statements. In Experiments 1 and 2, high advertising exposure led to increased source memory and decreased recognition of the statements in comparison to low advertising exposure. High advertising exposure also induced an increased tendency toward guessing that statements whose sources were not remembered came from advertising. The results of Experiment 3 suggest that the presence of advertising, relative to its absence, leads to a skeptical guessing bias. Being exposed to advertising thus has pronounced effects on the memory and guessing processes underlying source attributions. These changes in source monitoring can be interpreted as coping mechanisms that serve to protect against the persuasive influence of advertising messages.
消费者每天都会接触到大量的广告。避免被操纵的一种方法是监控有说服力的信息的来源。在本研究中，研究了高广告暴露是否会影响归因于来源的记忆和猜测过程。参与者接触到高比例或低比例的广告信息，这些广告信息与来自可信来源的产品声明混合在一起。在随后的记忆测试中，参与者必须记住这些声明的来源。在实验 1 和实验 2 中，与低广告暴露相比，高广告暴露导致来源记忆增加，对声明的识别减少。高广告暴露还会增加猜测的倾向，即那些来源未被记住的声明来自广告。实验 3 的结果表明，广告的存在相对于其不存在会导致怀疑的猜测偏差。因此，接触广告对归因于来源的记忆和猜测过程有显著影响。这些来源监控的变化可以被解释为应对机制，旨在防止广告信息的说服力。
