The Effect of Positive Emotional Intensity on Explicit and Implicit Memory of Advertising

Abstract

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.

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。

CLC Number:

B842.3

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.

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.

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