Effects of Video Content Style and Duration on Adolescents’ Attention, Recall Accuracy, and Purchase Intention
DOI:
https://doi.org/10.47814/s6hdda02Keywords:
Attention, Recall Accuracy, Purchase Intention, Adolescents, ContentAbstract
This research studies how different types of video content influence adolescents’ attention, recall accuracy, and purchase intentions. The study focuses on three main formats: a short entertainment focused video, a short fact focused video, and a longer more informational focused video. Participants were placed into one of the three groups and were required to complete questions after watching the video. A total of 69 participants, aged 13–21, viewed one of the three videos, featuring the Ninja CRISPi Air Fryer, and then completed self-report measures of attention, recall accuracy (for the product colour, brand name, tagline, logo, and a product feature), and purchase intention. Results indicated that video type did not significantly affect self-reported attention, but the entertainment-focused video produced significantly lower recall accuracy and purchase intention than the two more information-dense formats, which did not differ meaningfully from each other. These findings suggest that incorporating factual, product-related content, even within a short-form video, may improve adolescents’ recall and purchase intent without necessarily requiring a longer runtime.
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