Measuring Affective Advertising: Implications of Low Attention Processing on Recall

Robert Heath and Agnes Nairn

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...

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