Effects of interactive imagery on learning: Application to advertising.

Studied the effect of type of picture accompanying word paired associates on recall. 48 brand and product pairs with their accompanying pictures were drawn from the Yellow Pages of a local telephone directory. 72 undergraduates were placed into a 4-group design consisting of 2 control and 2 experimental groups. The 2 experimental groups were shown either interactive or noninteractive pictures with each word pair. The 2 control groups were shown only the word pairs. The group receiving the interactive imagery remembered more brand names than the noninteractive imagery group (p?