braun et al. (2002) study into adverts and memory

Question 1

aim

Answer 1

To see whether an advert could affect childhood autobiographical memories

Question 2

sample 1

Answer 2

107 USA undergrads

Question 3

research method/ design

Answer 3

Lab experiment

Question 4

procedure 1

Answer 4

(1) Participants completed a Life Events Inventory (LEI) measuring confidence
shaking hands with a character & their memory of Disney.
(2) Then watched a Disney advert or a control advert.
(3) Did LEI again.

Question 5

findings 1

Answer 5

Significantly more in Disney condition increased their ‘hand shaking’ confidence scores from before & after the advert.

Question 6

sample 2

Answer 6

167 USA undergrads

Question 7

procedure 2

Answer 7

(1) Did LEI as before.
(2)Watched 1 of 3 adverts (shaking hands with
Bugs Bunny; or Ariel; or Disney ride info ad).
(3)Did LEI again.

Question 8

findings 2

Answer 8

More significant in Bugs Bunny as (78%) & Ariel ad (76%) compared to control (62%).

Question 9

conclusion

Answer 9

Autobiographical advertising can affect how people remember the past.

Question 10

limitations

Answer 10

-Sample age & culturally biased (unrepresentative & can’t be generalised).

-Lab experiment lacks ecological validity (not reflect real life).