Impact of Number and Placement of Commercial Breaks on the Perception, Comprehension and Memory of Films
Date
1989
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Videographer
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Department
Haverford College. Department of Psychology
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Thesis
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Award
Language
eng
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Haverford users only
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Abstract
This study investigated the relationship between segmentation of films at natural break points or non-break points and the ability to encode and process stimuli in 88 bi-college students. A 2 (Placement of commercial breaks) X 3 (Number of breaks) X 2 (Films) between-subjects factorial was employed. It was hypothesized that unnatural segmentation would disrupt comprehension, memory, and time estimation, and that a greater number of commercial breaks would magnify this effect. However, it was thought that breaks at natural break points would increase accuracy for these abilities, up to a certain point. Results indicated that segmenting films between episodes led to greater accuracy in comprehension, recall, and recognition tasks. This relationship was strongest in the more highly structured film. A limited number of breaks improved cognitive abilities in the more structured film but more breaks hindered abilities in the less structured film. These results conform to finding in music, language, and story research, showing that event structure .exerts a significant impact on cognitive processing.