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[Effect of emotional content and self reference of learning materials on recall performance].

It is assumed that high affective value and high self-reference of learning material help to improve memory performance as these factors allow better memory consolidation (activation hypothesis) or better integration of the new material into existing knowledge structures (extent-of-processing hypothesis). To test this assumption, 60 subjects were shown 16 short advertising films characterized by low vs. high affective value and low vs. high self-reference. Both factors were varied within subjects. After the films had each been presented twice, subjects had to recall the product names and answer two questions to each film. Results showed for both dependent variables that films with high affective values were better remembered than films with low affective values. The same held true--though to a lower extent--with respect to self-reference. According to the expected linear trend, performance was best for material scoring high on affective value as well as on self-reference, while it was worst for material scoring low on both factors.