TY - JOUR
T1 - Audio and visual distractions and implicit brand memory
T2 - A study of video game players
AU - Choi, Yung Kyun
AU - Lee, Sung Mi
AU - Li, Hairong
PY - 2013/4/3
Y1 - 2013/4/3
N2 - Utilizing a computerized racing game, the experiment investigates the influence of sensory distractions on implicit brand memory. The results suggest that auditory distraction inhibits retrieval of implicit brand memory, but visual distraction causes no significant effect. The effects of the character's sensory distractions appear only for familiar brands, probably because relatively less attention enhances the interference on implicit memory. Comparatively, novel unfamiliar brands attract more attention, which nulls the character's sensory distraction. Therefore, relatively higher distraction effects on implicit memory occur for familiar brands.
AB - Utilizing a computerized racing game, the experiment investigates the influence of sensory distractions on implicit brand memory. The results suggest that auditory distraction inhibits retrieval of implicit brand memory, but visual distraction causes no significant effect. The effects of the character's sensory distractions appear only for familiar brands, probably because relatively less attention enhances the interference on implicit memory. Comparatively, novel unfamiliar brands attract more attention, which nulls the character's sensory distraction. Therefore, relatively higher distraction effects on implicit memory occur for familiar brands.
UR - http://www.scopus.com/inward/record.url?scp=84877991930&partnerID=8YFLogxK
U2 - 10.1080/00913367.2013.775798
DO - 10.1080/00913367.2013.775798
M3 - Article
AN - SCOPUS:84877991930
SN - 0091-3367
VL - 42
SP - 219
EP - 227
JO - Journal of Advertising
JF - Journal of Advertising
IS - 2-3
ER -