- Created by: Emily1315
- Created on: 27-11-18 20:19
To investigate whether autobiographically-focused advertising could directly affect how consumers remember a prior childhood experience
Lab experiment, Independent measures design.
IV-Disney ad, no Disney ad
DV- their rating on the Life Events Inventory whether or not they shook hands with their favourite TV character between week 1 and week 2
107 undergraduate students(64 female & 43 male) from a Midwestern University USA.
Gender bias, Culture bias, Age bias
Recieved course credit
Life Events Inventory with 20 statements.
Disney resort advert
Another Questionnaire on attitude and empathy scales
Two distraction tasks which were put in to avoid demand charcteristics
Life Events Inventory
Asked to return the following week
Told to watch or not to watch the Disney ad.
5 mins- how it made them feel and think
Attitude scales and Empathy scales.
Experimentor 1 claimed there was an error with LEI on first week so can they do it again(looking panicked)
More distraction tasks
A 3rd experimentor asked if they have ever visited Disney
Also asked if they figured the aim
Inter Rater reliability was high and was done by 2 independent researchers and showed a positive correlation of 0.8 when they observed on the personal experiences of Disney
Results(Autobiographical effects of the ad)
65% participants in the experimented group who recieved advert mentioned memories of DisneyWorld
74% reported the advert caused them to imagine the experiences
63% mentioned they'd visit in future
Results (Imagination Inflation)
In Disney group,
90% increase of the score of the target question on Life Events Inventory in week 1 and 2
Disney group more comfident that the event happened
Results (Disney Memory)
Those who visited Disney reported that they had more positive thoughts if they watched the advert using words such as 'magical'