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| Author: | Grimes, A. |
| Title: | Towards an integrated model of low attention advertising effects: A perceptual-conceptual framework |
| Journal: | European Journal of Marketing
2008 : VOL. 42:1/2 p. 69-86 |
| Index terms: | advertising advertising effectiveness consumer behaviour individual psychology cognition |
| Language: | eng |
| Abstract: | In this conceptual paper, the author integrates parts from varying perspectives on low attention advertising effects into a whole theoretical framework. This paper is based on a critical review of consumer literature and particular attention is paid on low involvement processing and mere exposure effects. The new model may influence on future research, both the creation and measurement of advertising effectiveness. |
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