How Different Visual Metaphors Influence Resource Allocation and Memory for Advertisements

• In Event: Attention and Divided Attention

Abstract

In previous research (Authors, in press), we explored how two structures of visual metaphor (juxtaposition and fusion) influence cognitive resource allocation and recall memory for advertisements. However, because an immediate recognition test yielded a ceiling effect, no insights emerged into how these visual structures differ with respect to recognition memory. Because secondary task reaction time (STRT) measures resources allocated to encoding, and recognition memory is also an indicator of the extent to which a stimulus was encoded, this leaves a gap in the literature. Here, we report the results of two studies meant to address this gap. The first study (N=43) is a direct replication using the same STRT paradigm and adding a third visual structure (replacement) for additional comparison. The second study (N=150) explores recognition memory for all three structures of visual metaphor using a delayed recognition task. Results generally support the previous finding that fusion images require more sustained resource allocation. Recognition memory is influenced not only by the type of visual metaphor but also by whether a target or foil is being recognized. These results are discussed in terms of implications for both visual cognition and advertising.

Authors

• Kevin Wise, University of Illinois at Urbana-Champaign

• Matthew Peterson, North Carolina State U

• Shili Xiong, University of Illinois at Urbana-Champaign

• Zongyuan Wang