ABSTRACT

Exposure to music has been found to evoke temporal comparisons and reminiscing processes. However, little yet is known about how temporal comparisons and reminiscing influence cognitive processing of music and subsequent radio advertisements. The current study expands this research by examining how young adults cognitively process familiar and unfamiliar songs and subsequently placed radio advertisements. Results indicated that familiar songs generated greater self-reported temporal comparisons and reminiscing compared to unfamiliar songs. Moreover, temporal comparisons and reminiscing processes reduced cognitive resources allocated to encoding familiar songs and subsequently placed radio advertisements. The theoretical and practical implications of the results are discussed.

摘要

已经发现接触音乐会唤起时间比较和回忆过程。然而，关于时间比较和回忆如何影响音乐和随后的广播广告的认知处理，我们知之甚少。目前的研究通过检查年轻人如何认知处理熟悉和不熟悉的歌曲并随后投放广播广告来扩展这项研究。结果表明，与不熟悉的歌曲相比，熟悉的歌曲产生了更多的自我报告时间比较和回忆。此外，时间比较和回忆过程减少了分配给熟悉的歌曲编码和随后放置的广播广告的认知资源。讨论了结果的理论和实践意义。