haku: @journal_id 58 / yhteensä: 815
viite: 127 / 815
| Tekijä: | Braun, K. A. |
| Otsikko: | Postexperience advertising effects on consumer memory. |
| Lehti: | Journal of Consumer Research
1999 : MAR, VOL. 25:4, p. 319-334 |
| Asiasana: | Consumer research Consumer behaviour Advertising research |
| Kieli: | eng |
| Tiivistelmä: | The postexperience advertising situation is conceptualized here as an instant source forgetting problem where the language and imagery from the recently presented advertising become confused with consumers' own experiential memories. It is suggested that, through a reconstructive memory process, this advertising information affects how and what consumers remember. |
SCIMA