Effects of television violence on memory for commercial messages.

Abstract

Three experiments tested whether television violence impairs memory for commercials. Participants saw commercials embedded in violent or nonviolent film clips. The film clips were similar on other dimensions that might influence commercial memory (e.g., arousal and involvement). After viewing a film clip, participants completed several recall and recognition memory tests. In all experiments, participants who saw a violent film clip had poorer memory for commercials than did participants who saw a nonviolent film clip. In Experiment 3, participants also reported their mood after viewing a film clip but before completing the memory tests. Anger mediated between television violence and commercial memory. Television violence increased anger, and anger, in turn, impaired memory for commercials. These results suggest that sponsoring violent programs might not be a profitable venture for advertisers.