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Examining the Spacing Effect in Advertising: Encoding Variability, Retrieval Processes, and Their Interaction
Sara L. Appleton‐Knapp, Robert A. Bjork and Thomas D. Wickens
Journal of Consumer Research
Vol. 32, No. 2 (September 2005), pp. 266-276
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/10.1086/432236
Page Count: 11
You can always find the topics here!Topics: Memory retrieval, Brands, Information retrieval, Memory, Computer pattern recognition, Experiment design, Memory encoding, Slogans, Latin squares, Television commercials
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Recall of print material benefits from spacing repetitions of that material, an effect often attributed to varied encodings induced by changes in contextual cues. We examined an alternative explanation: retrieving earlier presentations during later presentations strengthens memory traces, the more so the greater the difficulty of such retrieval. In four experiments we found that (a) study‐phase retrieval contributes to the benefits of spacing and (b) inducing variation via changes in ad formatting and content can be counterproductive at long spacing intervals, apparently because such changes decrease the likelihood that earlier presentations will be retrieved during later presentations.
© 2005 by JOURNAL OF CONSUMER RESEARCH, Inc.