A 2006 study showed that website visitors were more likely to click links at the top and bottom of a webpage than they were to click links in the middle of the webpage (Moore, n.d.). If you visit a webpage, you may see a few links throughout the page. The serial position effect is also important when designing a website and posting important links on that website. Also, the primacy effect continued to be effective long after the study was over while the recency effect ceased to work and those memories were no longer able to be recalled in detail (WS, 2005). After the commercials ended, the college students were able to recall the commercials in the beginning and the end, but they struggled with the details about the commercials in the middle (WS, 2005). The study consisted of a group of college students watching some commercials and recalling what each of the commercials were about. ![]() There was a test that looked at the effect of advertising and positioning commercials to create a desired effect. ![]() If that is the last commercial that you saw and you are very hungry, you may feel inclined to order that dish while the vivid memory is still in STM. Imagine being very hungry, and seeing a commercial for a new dish at Pizza Hut. While the memories from the recency effect will only be stored in STM, depending on the product being sold, a person may be influenced to purchase the product that was shown before the memory fades away. Getting their commercial shown first will increase the likelihood of viewers storing the memory of the commercial in LTM and being influenced to purchase the product that they saw based on that memory. How does the serial position effect help companies sell products? When companies pay for a commercial slot on television network, one important thing that they will seek is to get their commercial shown first during a commercial break or last. This occurs because those words are stored into short term memory and in most cases, it will be forgotten in about 30 seconds. The recency effect is what causes a person to remember a few words at the end of a list of words. The primacy effect is what causes people to remember the words in the beginning, and this is due to a person rehearsing those words until their short-term memory becomes full and the memory of those words are transferred to long-term memory. ![]() If someone read you a group of words and asked you to repeat them, you are highly likely to be able to recall the first few words and the ones at the end, while the ones in the middle would be very difficult to recall. The serial position effect is when a person is able to recall something that occurred, but only at the beginning and temporarily at the end. “Hermann Ebbinghaus (1850-1909) originally coined the term ‘serial position effect’ after conducting a number of memory studies on himself, and in 1962, Murdock demonstrated how positioning affects recall with a multi participant experiment” (Mason, 2015). Businesses are always seeking new marketing techniques to gain new customers, but the use of the serial position effect to influence consumers buying habits is a method that has been used for years. When you watch television, there are advertisements for services or products, we drive by billboards with advertisements on them, we see them in stores and in magazines we even hear them on the radio. Every day, people are bombarded with advertisements.
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