search query: @freeterm persuasion / total: 6
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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. |
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