search query: @freeterm memory / total: 10
reference: 3 / 10
| Author: | Goode, A. |
| Title: | The implicit and explicit role of ad memory in ad persuasion: rethinking the hidden persuaders |
| Journal: | International Journal of Market Research
2006 : VOL. 49:1, p.95-116 |
| Index terms: | advertising |
| Freeterms: | persuasion memory |
| Language: | eng |
| Abstract: | Using current knowledge about implicit memory, this paper provides a testable psychological mechanism by which advertising can persuade subconsciously. This paper presents a case study that demonstrates how ads work at subconscious level and how this understanding led to insight into why creative ads often fail in conventional qualitative research. |
SCIMA