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Measuring Affective Advertising: Implications of Low Attention Processing on Recall

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Author Info
HEATH, ROBERT
NAIRN, AGNES
Abstract

This article is about affective advertising, defined as that which works more on our emotions and feelings than on our knowledge and beliefs. This sort of advertising can be processed effectively at relatively low levels of attention and as a result does not always perform well on recall measures. We compare the most popular recall-based metric claimed advertising awareness against an approach that deduces effectiveness from recognition and find claimed advertising awareness seriously underestimates the effectiveness of the advertising tested.

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File URL: http://journals.cambridge.org/abstract_S0021849905050282
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Publisher Info
Article provided by Cambridge University Press in its journal Journal of Advertising Research.

Volume (Year): 45 (2005)
Issue (Month): 02 (June)
Pages: 269-281
Download reference. The following formats are available: HTML (with abstract), plain text (with abstract), BibTeX, RIS (EndNote, RefMan, ProCite), ReDIF
Handle: RePEc:cup:jadres:v:45:y:2005:i:02:p:269-281_05

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