It's Just Your Imagination: The Effect of Imagery on Recognition of Product- Versus Non-Product-Related Information in Radio Advertisements

Abstract

This experiment tested the effects of imagery on recognition of product- versus non-product-related information in radio ads. Participants listened to four high-imagery and four low-imagery, 60-second spots. After a distracter task, participants were given a four alternative, forced choice, recognition test. The recognition test consisted of three product-related and three non-product-related questions for each ad. Recognition of product-related information was significantly lower than recognition of non-product information in high-imagery ads. There was no significant difference between recognition of productversus non-product information in low-imagery spots. Theoretical and practical implications of the results for understanding information processing of radio and producing effective high-imagery radio spots are discussed.