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| Author: | Grunert, K. G. |
| Title: | Automatic and strategic processes in advertising effects |
| Journal: | Journal of Marketing
1996 : OCT, VOL. 60:4, p. 88-101 |
| Index terms: | |
| Freeterms: | WERBUNG, WERBEERFOLG, WERBEFORSCHUNG |
| Language: | eng |
| Abstract: | The author distinguishes two kinds of cognitive processes: automatic processes , which are subconscious, are learned and change slowly and are not subject to the capacity limitations of working memory, and strategic processes, which are conscious, are subject to capacity limitations, and can easily be adapted to situational circumstances. The perception of advertising and the way it influences brand evaluation involves both processes. Using this is basis, the author then formulates propositions about advertising effects, some of which are at variance with current textbook knowledge. |
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