Serial Position Effect and the Modification of its Validity by Emotional Advertising Appeals
Serial Position Effect and the Modification of its Validity by Emotional Advertising Appeals

Summary/Abstract: The aim of this article is to determine the rate of validity of the serial position effect and its possible modification in relation to the different types of emotional advertising appeals. It relies on the knowledge from the previous works by the above author, which are dedicated to a similar subject and provide the basis for extending the position effect theory with information concerning the advertising appeals and emotions. This treatise begins by defining the serial position effect and author’s findings from previous research on the relationship between this effect and cognitive processes, such as attention and memory. The main research findings have shown that the presence of emotional appeal, such as fear, humor, sincerity or sexual themes, affects the validity of the serial position effect. When conducting our research, we have included yet another factor, which has an impact on the overall validity of the serial position effect – “likability” or popularity of advertising. Popularity of advertising was correlated with memorability and we uncovered the potential links, which are in line with those presented by the experts in the field.

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