Re: virus: Scientists and Philosophers

n cashen (
Wed, 10 Feb 1999 15:40:24 -0500

Richard had commented that he was unaware of any research regarding emotional response and learning/memory. (If I am remembering correctly...)

His argument was that if emotional response contributed to learning then why did he have worthless advertising jingles stuck in his mind.

Now that sort of says that this connection does exist, doesn't it?

Well, there are studies regarding this subject which show that whether we consciously desire the message or not, an emotional response will lodge it deeper in our memories. I had suggested that maybe people became hot-headed, egomaniacal preachers when trying to convey or
"teach," because emotions and learning are interconnected. Here's a bib
record for one study....

7. Friestad, Marian and Esther Thorson, "Emotion-Eliciting Advertising: Effects on Long Term Memory and Judgment," Advances in Consumer Research, Vol. 13, (ed.), Richard J. Lutz, Proceedings of the Association for Consumer Research, 1985, 111-16.

This article examines memory and attitudinal impact of emotional messages after an extensive delay and the effects of encoding instructions designed to promote either episodic or semantic processing of the message. 30-second finished television commercials employing various executional styles are shown to student subjects in a laboratory setting. Their responses are collected through telephone interview 6 to 8 weeks later. The study finds a stronger long-term memory and more positive judgements associated with emotional messages relative to the neutral ads. It is also suggested that emotion do not differentially affect episodic and semantic encoding.

Maybe someone could comment on the last line regarding episodic and semantic encoding?

The Ever Humble and Threeable,