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

Lo, S-Y; King, J-T; Lin, C-T

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

Lo, S-Y King, J-T Lin, C-T

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Publisher:: Frontiers Media SA
Publication Type:: Journal Article
Citation:: Frontiers in psychology, 2020, 11, pp. 1580
Issue Date:: 2020-01

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Field	Value	Language
dc.contributor.author	Lo, S-Y
dc.contributor.author	King, J-T
dc.contributor.author	Lin, C-T
dc.date.accessioned	2021-02-07T06:04:35Z
dc.date.available	2020-06-12
dc.date.available	2021-02-07T06:04:35Z
dc.date.issued	2020-01
dc.identifier.citation	Frontiers in psychology, 2020, 11, pp. 1580
dc.identifier.issn	1664-1078
dc.identifier.issn	1664-1078
dc.identifier.uri	http://hdl.handle.net/10453/145894
dc.description.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 behavioral experiments revealed that the participants' memory performance for stereotype-incongruent advertisements was higher than for congruent ones. In the event-related potential (ERP) recordings in Experiment 3, larger positive amplitudes were found for stereotype-incongruent advertisements than for congruent advertisements on the left parietal sites, suggesting a deeper encoding process for stereotype-incongruent information than for stereotype-congruent information.
dc.format	Electronic-eCollection
dc.language	eng
dc.publisher	Frontiers Media SA
dc.relation.ispartof	Frontiers in psychology
dc.relation.isbasedon	10.3389/fpsyg.2020.01580
dc.rights	Copyright © 2020 Lo, King and Lin. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
dc.rights	info:eu-repo/semantics/openAccess
dc.subject	1701 Psychology, 1702 Cognitive Sciences
dc.title	How Does Gender Stereotype Affect the Memory of Advertisements? A Behavioral and Electroencephalography Study.
dc.type	Journal Article
utslib.citation.volume	11
utslib.location.activity	Switzerland
utslib.for	1702 Cognitive Sciences
utslib.for	1701 Psychology
utslib.for	1702 Cognitive Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology
pubs.organisational-group	/University of Technology Sydney/Strength - AAII - Australian Artificial Intelligence Institute
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology/School of Computer Science
pubs.organisational-group	/University of Technology Sydney
utslib.copyright.status	open_access	*
dc.date.updated	2021-02-07T06:03:52Z
pubs.publication-status	Published
pubs.volume	11

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 behavioral experiments revealed that the participants' memory performance for stereotype-incongruent advertisements was higher than for congruent ones. In the event-related potential (ERP) recordings in Experiment 3, larger positive amplitudes were found for stereotype-incongruent advertisements than for congruent advertisements on the left parietal sites, suggesting a deeper encoding process for stereotype-incongruent information than for stereotype-congruent information.

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http://hdl.handle.net/10453/145894