Will the Excitement Help You Remember? the Impact of Ad-Arousal on Memory

Hila Riemer, Ben-Gurion University of the Negev, Israel
Hayden Noel, University of Illinois at Urbana-Champaign, USA
We suggest and show that ad-arousal inhibits immediate memory but improves delayed memory. These effects, however, occur only when the arousing elements are relevant to the ad; when arousal is irrelevant, ad-arousal does not influence memory. Two lab experiments demonstrate these effects. Implications, limitations, and future research directions are discussed.
[ to cite ]:
Hila Riemer and Hayden Noel (2014) ,"Will the Excitement Help You Remember? the Impact of Ad-Arousal on Memory ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 649-651.