haku: @journal_id 1712 / yhteensä: 185
viite: 24 / 185
| Tekijä: | Goode, A. |
| Otsikko: | The implicit and explicit role of ad memory in ad persuasion: rethinking the hidden persuaders |
| Lehti: | International Journal of Market Research
2006 : VOL. 49:1, p.95-116 |
| Asiasana: | advertising |
| Vapaa asiasana: | persuasion memory |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA