Magical Thinking and Memory: Distinctiveness Effect for TV Commercials with Magical Content

Abstract

The aim of this study was to examine whether memorizing advertised products of television advertisements with magical effects (i.e., talking animals, inanimate objects which turn into humans, objects that appear from thin air or instantly turn into other objects) is easier than memorizing products of advertisements without such effects, by testing immediate and delayed retention. Adolescents and adults viewed two films containing television advertisements and were asked to recall and recognize the films' characters, events, and advertised products. Film 1 included magical effects, but Film 2 did not. On a free-recall test, no differences in the number of items recalled were noted for the two films. On the immediate recognition test, adolescents, but not adults, showed significantly better recognition for the magical than the nonmagical film. When this test was repeated two weeks later, results were reversed: adults, but not adolescents, recognized a significantly larger number of items from the magical film than the nonmagical one. These results are interpreted to accentuate the role of magical thinking in cognitive processes.