23: OCR Memory - Braun et al

The study looked at the relationship between advertising and which kind of memory?

• Autobiographical

• Procedural

• Semantic

• Short-term

What was the main method used?

• field experiment

• lab experiment

• observation

• questionnaires

Answer explanation

Questionnaires were used as part of the study, but the main method was experimental because they manipulated the independent variable

Identify the design and a potential weakness of that design

• independent measures, order effects

• independent measures, participant variables

• repeated measures, order effects

• repeated measures, participant variables

Identify the independent variable - experiment 1

• Visited a theme park or not

• Shook hands with a cartoon character or not

• Scores on a target question

• Type of advert shown

Answer explanation

Disney advert, or non-Disney

Identify the dependent variable - both experiments

• Percentage who had visited a theme park

• Scores on a target question

• Percentage who had seen a Disney advert

• Age of visit to Disneyworld

Answer explanation

Confidence rated 1-100 on 'have met and shook hands with a TV character at a theme resort'

Experiment 1: Being shown the Disney ad before taking the questionnaire the second time resulted in what?

• 47% increase in confidence that they had shaken hands with a TV character at a theme resort

• 47% decrease in confidence that they had shaken hands with a TV character at a theme resort

• 90% increase in confidence that they had shaken hands with a TV character at a theme resort

• 90% decrease in confidence that they had shaken hands with a TV character at a theme resort

Answer explanation

47% increase for the non-Disney ad

Experiment 2: What were the two 'impossible' conditions of the independent variable?

• Disney ad suggesting shaking hands with Bugs Bunny

• Disney ad suggesting shaking hands with Mickey Mouse

• Disney ad suggesting shaking hands with Ariel

• Disney ad suggesting shaking hands with Cinderella

Answer explanation

Bugs not a Disney character, Ariel not around when participants were children

Results of experiment 2 - the percentage increases in confidence about having shaken hands with a cartoon character was what for each condition?

• factual ad - 78%, Bugs ad - 76%, Ariel ad - 62%

• Ariel ad - 78%, Bugs ad - 76%, factual ad - 62%

• Bugs ad - 78%, factual ad - 76%, Ariel ad - 62%

• Bugs ad - 78%, Ariel ad - 76%, factual ad - 62%

The tasks were artificial - people aren't usually asked to focus on and analyse adverts that they see. This meant that...

• The results may not be generalisable

• The results may lack ecological validity

• The study wasn't ethical

• The design may have been affected by extraneous variables

The sample were all American undergraduate students. Therefore there may have been...(tick all that apply)

• age bias

• cultural bias

• researcher bias

• demand characteristics

Answer explanation

The researchers checked for demand characteristics but found none