24
Mar
Which finding, if true, would most directly support the researchers’ hypothesis?
“Ad recall” measures how memorable an advertising campaign is. To provide advertisers with information about their ads’ memorability, a social media site regularly surveys users about whether they remember ads they had recently interacted with on the site. In a study that drew on this survey data, advertising researcher Kristen Sussman and colleagues noted that different kinds of social media interactions involve different levels of cognitive engagement: commenting on or sharing a post is more cognitively demanding than clicking on embedded links or an “like” button. The researchers hypothesized that interactions indicating higher levels of cognitive engagement with ad content would result in relatively high levels of ad recall.
