Jones, M. Y., Pentecost, R., & Requena, G. (2005). Memory for advertising and information content: Comparing the printed page to the computer screen. Psychology and marketing 22 (8), 632-648.

Jones, M.;Pentecost, R.;Requena, G.

2005

Jones, M. Y., Pentecost, R., & Requena, G. (2005). Memory for advertising and information content: Comparing the printed page to the computer screen. Psychology and marketing 22 (8), 632-648.

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An experiment was used to test memory for two forms of information?ad copy (persuasive) and consumer information (nonpersuasive) presented in print and screen media. For both forms of information, print outperforms screen on recall but not on recognition. The results suggest that print information is easier to retrieve but also that screen information is available in memory. Differences between print and screen media are persistent and not readily explained by any of the obvious individual factors?comfort/familiarity, preference, and reading time. Other results with implications for marketing communication decisions show that brand name is poorly recalled from the screen relative to the printed page and that the nonpersuasive consumer information is better remembered than is persuasive ad information.

Print recall is significantly higher than screen recall for both ad information and non-persuasive information. No significant differences were found for recognition for ad claims, or for recognition of non-persuasive information. Print is consistently better for recall than screen and, moreover, print is consistently associated with more attempts to retrieve information than is screen, possibly a signal that print carries more motivating properties.

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