There will be a large difference in recall between normal and zipped speed when there is no previous exposure.
If recognition causes the retrieval of previously learned information, zipped commercials have a potential positive effect on attitudes.
If zipping does not alter the pattern of results, then the persuasion effects of zipped commercials should be similar to those of normal-speed commercials.
On the second day, half of the subjects saw Zipped commercials and the other half saw Normal Speed commercials.
The prerecorded zipped commercials were actually part of the tape.
Previous normal-speed exposure greatly enhanced brand-name recall for subsequently zipped commercials.
First, zipped commercials have a potential influence on beliefs about the product.
However, in the Zipping condition we measured attribute beliefs for products in commercials which had been zipped on the second day and those which had not been zipped (seen only on the first day).
Previous normal-speed exposure significantly improved brand-name recall of zipped commercials.