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| Author: | Shapiro, S. Krishnan, H. S. |
| Title: | Memory-based measures for assessing advertising effects: a comparison of explicit and implicit memory effects |
| Journal: | Journal of Business Ethics
2001 : FALL, VOL. 30:3, p. 1-13 |
| Index terms: | Advertising research Readership surveys Consumer behaviour |
| Language: | eng |
| Abstract: | The premise of this paper is that an alternative retrieval process, implicit memory, may function differently than earlier studies. Comparisons with explicit memory retrieval suggest that implicit memory is preserved even in conditions of delay and divided attention, whereas explicit memory is affected detrimentally by those conditions. |
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