How Does Gender Stereotype Affect the Memory of Advertisements? A Behavioral and Electroencephalography Study.

ABSTRACT: Previous studies have shown equivocal results about whether atypical or unusual events, compared with typical ones, facilitate or inhibit memory. We suspect that the indefinite findings could be partly due to the recall task used in these studies, as the participants might have used inference instead of recall in their responses. In the present study, we tested the recognition memory for real (Experiment 1) and fabricated (Experiment 2) advertisements, which could be congruent or incongruent with gender stereotypes. In congruent advertisements, a female endorser presented a traditionally considered feminine product or a male endorser presented a traditionally considered masculine product, whereas the gender-product type matching reversed in incongruent advertisements. The results of both b

SUBMITTER: Lo SY 

PROVIDER: S-EPMC7381247 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature