Summary:
Serial position effects have been reviewed extensively in cognitive psychology research (Cowan et al, 2002). When people are shown a list of items, they are more liable to recollect the items presented either at the commencement of the list or at the cessation. This occurrence was termed the primacy and recency effects (Stewart et al., 2004). Serial position effects can alter a consumer’s recollection which in turn can alter their behavior when purchasing items. Although this is true, past research has not investigated or used primacy and recency effects for marketing purposes. In other words, when the consumer is presented with different options, which one will the consumers recollect: the first commercial pod, the last one, or the middle one? Only a few researchers have attempted to investigate the primacy and recency effects for television commercials, either in a naturalistic or laboratory situation (e.g., Peiters and Bijmolt, 1997 and Bijmolt, 1997; Zhao, 1997; Newell and Henderson, 1998; Newell and Wu, 2003; Terry, 2005). In previous research, serial position effects have only been investigated at the micro level. In other words, the serial position of each commercial within each commercial pod was analyzed¸this is the micro-level test. Another analysis test was concluded at the macro level. This test took into consideration the serial position effect of each commercial pod within the entire 2006 Super Bowl game broadcast; this was the macro level test. For the purpose of this critique, I will stress the macro-level test.
Advertisers and researchers have reviewed Super Bowl commercials, since they are very prevalent among viewers and highly lucrative for networks. Programming the ads...
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...ithin a TV show would be the first commercial within the first pod.
As I watch the Super Bowl 2014 on February 2, 2014, I will be watching the commercials. I will be analyzing the positions of the pods, and the commercials within the pods, with another intention in mind. How much brand memory recall does this produce and which is the first commercial within the first pod?
References
Cong, LI. (2010). Primacy effect or recency effect? A long-term memory test of Super Bowl Commercials. Journal of Consumer Behaviour, 9, 32-44.
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Wolfamn,Elpers,J.L.,Michael,W.,&Pieters,R.G.(2003). Why do Consumers stop Viewing television Commercials? Two experiments on the influence of moment-to-moment entertainment and information value. Journal of Marketing Research,40,437-452.
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