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| Author: | Keller, K. L. |
| Title: | Advertising retrieval cues on brand evaluations. |
| Journal: | Journal of Consumer Research
1987 : DEC, VOL. 14:3, p. 316-333 |
| Index terms: | BRAND CHOICE BRAND NAMES ADVERTISING RESEARCH CONSUMER BEHAVIOUR DECISION ANALYSIS |
| Language: | eng |
| Abstract: | A review of a laboratory experiment showing that advertising retrieval cues such as verbal or visual information from the ad facilitated access of elements from the ad memory trace and affected brand evaluations, competitive ad interference, the number of competing brands advertising within a product category, consumers' processing goals during ad exposure and the affected consumers' ad memory and brand evaluations. |
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