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An Examination of Adult Age Differences in Implicit and Explicit Memory for Prescription Drug Advertisements

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An Examination of Adult Age Differences in Implicit and Explicit Memory for Prescription Drug Advertisements Mississippi State University Scholars Junction Theses and Dissertations Theses and Dissertations 1-1-2008 An Examination Of Adult Age Differences In Implicit And Explicit Memory For Prescription Drug Advertisements L Ty Abernathy Follow this and additional works at: https://scholarsjunction.msstate.edu/td Recommended Citation Abernathy, L Ty, "An Examination Of Adult Age Differences In Implicit And Explicit Memory For Prescription Drug Advertisements" (2008). Theses and Dissertations. 530. https://scholarsjunction.msstate.edu/td/530 This Dissertation - Open Access is brought to you for free and open access by the Theses and Dissertations at Scholars Junction. It has been accepted for inclusion in Theses and Dissertations by an authorized administrator of Scholars Junction. For more information, please contact [email protected]. AN EXAMINATION OF ADULT AGE DIFFERENCES IN IMPLICIT AND EXPLICIT MEMORY FOR PRESCRIPTION DRUG ADVERTISEMENTS By Larry Ty Abernathy A Dissertation Submitted to the Faculty of Mississippi State University in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy in Cognitive Science in the Department of Psychology Mississippi State, Mississippi December 2008 Copyright by Larry Ty Abernathy 2008 AN EXAMINATION OF ADULT AGE DIFFERENCES IN IMPLICIT AND EXPLICIT MEMORY FOR PRESCRIPTION DRUG ADVERTISEMENTS By Larry Ty Abernathy Approved: __________________________________ ___________________________________ Carolyn E. Adams-Price Deborah K. Eakin Associate Professor of Psychology Assistant Professor of Psychology (Director of Dissertation) (Committee Member) __________________________________ ___________________________________ Brian T. Engelland J. Martin Giesen Professor of Marketing and Head of Professor of Psychology Marketing, Quantitative Analysis, and (Committee Member) Business Law (Committee Member) __________________________________ ___________________________________ Tracy B. Henley Kevin J. Armstrong Professor of Psychology and Head of Associate Professor and Psychology and Special Education Graduate Coordinator of Psychology Texas A & M–Commerce (Committee Member) __________________________________ Gary L. Myers Dean of the College of Arts and Sciences Name: Larry Ty Abernathy Date of Degree: December 13, 2008 Institution: Mississippi State University Major Field: Cognitive Science Major Professor: Dr. Carolyn E. Adams-Price Title of Study: AN EXAMINATION OF ADULT AGE DIFFERENCES IN IMPLICIT AND EXPLICIT MEMORY FOR PRESCRIPTION DRUG ADVERTISEMENTS Pages in Study: 186 Candidate for Degree of Doctor of Philosophy Prescription drug advertisements are commonly seen in magazines and on television, and as a result, the public is familiar with them. Many drug ads are targeted toward older adults, who tend to use more medications, because they suffer from more chronic conditions than younger adults. Nonetheless, the effectiveness of drug advertising at persuading older adults to ask physicians for specific medications remains uncertain. Older adults’ explicit memory for drug ads is poor, but their implicit memory for drug ads may be better. Therefore, older adults may be implicitly persuaded by drug ads even when they cannot explicitly remember seeing them. The current study measured implicit memory with an incidental ratings exercise and an indirect test of preference; explicit memory was measured with intentional studying and a direct test of recognition. The purposes of the study were to compare implicit and explicit memory for drug ads in older and younger adults, to determine whether age differences in memory are affected by salient information or anxiety, and to demonstrate that a test of implicit memory may be useful in estimating advertising effectiveness. The results showed no age difference for implicit memory for drug ads, but an age difference was found for explicit memory for drug ads. However, contrary to hypotheses, neither salient information nor anxiety had an effect on implicit or explicit memory. The results were consistent with previous research demonstrating implicit memory in the absence of explicit memory. Although older adults had slightly worse explicit memory, both implicit and explicit memory for drug ads was generally good in both groups. The results were also obtained within the everyday context of prescription drug advertising, which extends memory research to an important real-world setting. Ethical considerations for research on aging and advertising are discussed. Drug ads are designed to be persuasive, but ads should be carefully designed to inform consumers, rather than to manipulate them. The implicit memory manipulation succeeded in demonstrating that ads are persuasive, suggesting that a complete assessment of advertising effectiveness should include a test of implicit memory. DEDICATION I dedicate this manuscript, as well as my entire educational process, to my Lord and Savior, Jesus Christ. In addition to what I have learned in graduate school, I have also, and most importantly, learned that Christ is faithful. Indeed, I will trust in Him. Dear Jesus, I pray that my education will be validated by using it through service to others in order to bring You glory and to further Your kingdom. I also pray for Your direction and discernment, for without both, my education will have been attained in vain. I thank You for Your favor, and I pray that Your favor will always be upon my life. Moreover, I pray that You will help me to remember that You give and You take away– and that, in both, You are always there with me. Blessed be the name of the Lord, blessed be Your name, blessed be the name of the Lord, blessed be Your glorious name. ii ACKNOWLEDGEMENTS My family, including my grandparents, mother, and brother, deserves many thanks for encouraging and supporting me throughout my entire educational process, especially my mother. She has always believed in me and in my ability to attain my educational goals. In fact, she believed in me when I did not believe in myself. There were many times when her prayers helped me see through the blur of my tears. I have learned more from her than she will ever know. She has taught me how to care, how to love, and most of all, how to have faith. Thank you, mother, I love you. There are many from the faculty in the psychology department who deserve much thanks. First, I thank Dr. Carolyn Adams-Price, who served as my advisor, directed my dissertation, and mentored me throughout graduate school. She has been a friend and has developed my interest in cognitive aging. Second, I thank my committee for their direction and guidance throughout this research project. I thank Dr. Tracy Henley, who has foremost been a friend. In fact, there was a time when his encouragement and support helped me to continue in the program. He is one of the most intellectual folks I have ever met. I thank Dr. Martin Giesen, who has also become a friend. His statistical knowledge and skills are unparalleled as far as I am concerned. I thank Dr. Brian Engelland, another friend, from the marketing department, who has supported my program of study and taken a personal interest in me along the way. I thank Dr. Deborah Eakin, yet one more iii friend, who can be caring, challenging, contemporary, and conventional, and all at the same time. My committee members are friends, who have pressed me to learn and helped me to finish. Again, much thanks to each of you. Many others also deserve thanks. I principally thank Dr. David McMillen, who helped me complete my Master’s degree, begin my professional career in higher education at the Social Science Research Center, and pursue my Doctoral degree. None of the above would have been possible without his trustworthy support. I thank Dr. Gary Bradshaw, who also provided encouragement and support at an important time that helped me to continue in the program. I thank Dr. Michael Thorne, whose editorial skills are the best around, anywhere. I thank the many graduate and undergraduate students in the psychology department who helped me at one time or another with this research project. Their ability and availability were most helpful. Wesley Dean, a best friend, also deserves special thanks. He, perhaps more than anyone, has helped me become the person I am. There are many others, both at Mississippi State University, and beyond, who played a part in my educational process either through encouragement, support, or prayer. I am grateful to you all, and your part in the process will always be remembered. iv TABLE OF CONTENTS DEDICATION.................................................................................................................... ii ACKNOWLEDGEMENTS............................................................................................... iii LIST OF TABLES............................................................................................................. ix CHAPTER I. INTRODUCTION ..............................................................................................1 Prescription Drug Advertising ............................................................................3 History and Description ...............................................................................3 Direct-To-Consumer-Advertising and Consumer Response .......................5 Prescription Drug Advertisements: Magazine Versus Television ...............6 II. IMPLICIT MEMORY ........................................................................................9 History and Description
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