积极情绪强度对广告外显和内隐记忆的影响

摘要/Abstract

摘要： 采用60张情绪效价图片，运用加工分离范式研究积极情绪强度对大学生广告外显和内隐记忆的影响，并考察了情绪图片的效价对品牌偏好的影响。实验结果表明：（1）高强度与低强度的积极情绪均对外显记忆有促进作用，积极图片和消极图片的外显记忆优于中性图片。（2）低强度的积极情绪对内隐记忆有促进作用，高强度的积极情绪对内隐记忆有抑制作用。而中性图片的内隐记忆好于消极图片和积极图片。（3）较消极和中性图片，被试更偏爱积极图片后呈现的品牌。

关键词: 积极情绪, 情绪强度, 内隐记忆, 外显记忆。

Abstract: Using people′s pictures of emotion valence, we investigated the effect of positive emotional intensity on explicit and implicit memory of advertising by the application of the process dissociation procedure(PDP). And we also investigated the effect of emotion valence on brand preference. The results showed: 1)High and low emotional intensity promotes explicit memory, and the explicit memory of positive and negative emotional pictures is better than the explicit memory of neutral emotional pictures. 2)Low emotional intensity promotes implicit memory and high emotional intensity inhibits it. The implicit memory of neutral emotional pictures is better than the explicit memory of positive and negative emotional pictures. 3)Participants prefer the brands that are behind positive emotional pictures rather than the brands behind negative and neutral emotional pictures.

Key words: positive emotion, emotional intensity, implicit memory, explicit memory.

中图分类号:

B842.3

张玥, 刘越月, 石加男. 积极情绪强度对广告外显和内隐记忆的影响[J]. 心理与行为研究, 2015, 13(4): 541-546.

Zhang Yue, Liu Yueyue, Shi Jianan. The Effect of Positive Emotional Intensity on Explicit and Implicit Memory of Advertising[J]. Studies of Psychology and Behavior, 2015, 13(4): 541-546.

参考文献

[1] 柏阳, 陈泉静, 青紫馨, 周仁来.(2010). 学习前后情绪唤醒对内隐和外显记忆的影响. 中国特殊教育, 7, 70-76.
[2] 陈巍.(2009). 积极情绪对外显记忆和内隐记忆的影响研究. 吉林大学硕士学位论文.
[3] 陈永进.(2003). 内隐记忆中的干扰现象. 心理科学, 26(3), 564-565.
[4] 郭力平.(1997). 再认记忆测验中抑郁个体的心境一致性记忆研究. 心理学报, 29(4), 358-363.
[5] 蒋军, 陈雪飞, 陈安涛.(2011). 积极情绪对视觉注意的调节及其机制. 心理科学进展, 19(5), 701-711.
[6] 李芳, 朱昭红, 白学军.(2008). 高兴和悲伤电影片段诱发情绪的有效性和时间进程. 心理与行为研究, 7(1), 32-38.
[7] 李月婷, 李琦, 郭春彦.(2010). 内隐和外显记忆测验中情绪词差异的ERP 研究. 心理学报, 42(7), 735-742.
[8] 欧阳淑兰.(2008). 情绪启动效应对个体外显和内隐记忆的影响的实验研究. 湖南师范大学硕士学位论文.
[9] 彭晓哲, 周晓林.(2005). 情绪信息与注意偏向. 心理科学进展, 13(4), 488-496.
[10] 陶云, 霍俊丽, 高松, 叶存春.(2007).心境一致性对大学生外显和内隐记忆影响的实验研究. 心理与行为研究, 5(3), 171-176.
[11] 王大伟, 刘永芳.(2002). 内隐记忆和外显记忆中的情绪依存性. 山东理工大学学报(社会科学版), 18(6), 102-105.
[12] 王沛.(2000).情绪性内隐记忆: 内隐记忆中的情绪指标. 西北师大学报(社会科学版), 37(4), 24-27.
[13] 邹庆兰.(2010). 积极情绪对大学生的内隐记忆和外显记忆的影响研究. 赣南师范学院硕士学位论文.
[14] Angela, Y. L.(2002). Effects of implicit memory on memory-based versus stimulus-based brand choice. Journal of Marketing Research, 39(4), 440-454.
[15] Blake, T. M., Varnhagen, C. K., & Parent, M. B.(2001). Emotional arousing pictures increase blood glucose levels and enhance recall. Neurobiology of Learning and Memory, 75(3), 262-273.
[16] Bradley, M. M., Sabatinelli, D., & Lang, P.(2003). Activation of the visual cortex in motivated attention. Behavioral Neuroscience, 117(2), 369-380.
[17] Butler, L. T., & Berry, D. C.(2002). The influence of affective statements on performance on implicit and explicit memory tasks. Applied Cognitive Psychology, 16(7), 829-843.
[18] Fredrickson, B. L.(1998). What good are positive emotions? Review of general psychology, 2(3), 300-319.
[19] Fredrickson, B. L.(2001). The role of positive emotions in positive psychology: The broaden-and-build theory of positive emotions. American Psychologist, 56, 218-226.
[20] Graf, P., & Mandler, G.(1984). Activation makes words more accessible, but not necessarily more retrievable. Journal of Verbal Learning and Verbal Behavior, 23(5), 553-568.
[21] Jose, A. R., & Gonzalez, P.(1997). Effects of level of processing on implicit and explicit memory in depressed mood. Motivation and Emotion, 21(2), 195-209.
[22] Krishnan, H. S., & Chakravarti, D.(1999). Memory measures for pretesting advertisements: An integrative conceptual framework and a diagnostic template. Journal of Consumer Psychology, 8(1), 1-37.
[23] Lang, P. J.(1995). The emotion probe: Studies of motivation and attention. American Psychologist, 50(5), 372-385.
[24] Lustig, C., May, C. P., & Hasher, L.(2001). Working memory span and the role of proactive interference. Journal of Experimental Psychology: General, 130(2), 199-207.
[25] Randi, E. M.(1999). Implicit and explicit memory for threat words in high-and-low anxiety sensitive participants. Cognitive Therapy and Research, 23(1), 21-38.
[26] Roediger, H. L., & Geraci, L.(1990). Implicit memory. American psychologist, 45(9), 1043-1056.
[27] Schmitt, B. H.(1994). Contextual priming of nonverbal material in advertising. Psychology and Marketing, 11(1), 1-14.
[28] Shapiro, S., & Krishnan, H. S.(2001). Memory-Based measures for assessing advertising effects: A comparison of explicit and implicit memory effects. Journal of Advertising, 30(3), 1-13.
[29] Watkins, P. C., Mathews, A., & Williamson, D. A.(1992). Mood-congruent memory in depression: Emotional priming or elaboration? Journal of Abnormal Psychology, 101(3), 581-585.
[30] Yang, M., & Roskos-Ewoldsen, D. R.(2007). The effectiveness of brand placements in the movies: Levels of placements, explicit and implicit memory, and brand-choice behavior. Journal of Communication, 57(3), 469-489.
[31] Yoo, C. Y.(2008). Unconscious processing of Web advertising: Effects on implicit memory, attitude toward the brand, and consideration set. Journal of Interactive Marketing, 22(2), 2-18.