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| Author: | Percy, L. |
| Title: | Advertising and the seven sins of memory |
| Journal: | International Journal of Advertising
2004 : VOL. 23:4, p. 413-427 |
| Index terms: | Advertising Effectiveness Communication |
| Language: | eng |
| Abstract: | A positive intention may be formed as a result of exposure to an advertisement, but if a memory malfunction interferes with the intention, the advertising will be ineffective. The paper considers the implications for advertisers od Daniel Schacter's 'seven sins of memory': transcience, absent-mindednedd, blocking, misattribution, suggestibility, bias and persistence. |
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