Measuring Affective Advertising: Implications of Low Attention Processing on Recall

This article is about affective advertising, defined as that which works more on our emotions and feelings than on our knowledge and beliefs.

Measuring Affective Advertising: Implications of Low Attention Processing on Recall

Robert HeathUniversity of Bath School of Management

Agnes NairnUniversity of Bath School of Management

INTRODUCTION

In 1961, in response to Vance Packard's famous polemic The Hidden Persuaders, Rosser Reeves declared “There are no hidden persuaders. Advertising works openly, in the bare and pitiless sunlight” (Reeves, 1961, p. 70). Doubtless there are some who believe, or would like to believe, that this is still the case, and that the way advertising works is still transparent. But we know a lot more about how the brain works than...

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