Nature imagery in advertising: attention restoration and memory effects

Environmental psychology postulates that interacting with nature has inherently positive emotional, cognitive and physiological effects.

Nature imagery in advertising: attention restoration and memory effects

Patrick Hartmann and Vanessa Apaolaza

University of the Basque Country UPV/EHU

Patxi Alija

Adimen Research Institute

Introduction

Memory is still considered a key variable in terms of advertising effectiveness (Delattre & Colovic 2009; Jeong et al. 2011; Lee et al.2012). The effect of images on advertising memory has been addressed by a stream of research. Memory for visual advertising stimuli has been found generally superior to memory for verbal messages (Childers & Houston 1984). However, memory for verbal advertising messages seems to be enhanced by...

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