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

Abstract

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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.

Keywords

• gender stereotype
• advertising effect
• memory recognition
• event-related potentials
• parietal old/new effect