Memory Change: An Intimate Measure of Persuasion

Kathryn Braun-LaTour and Gerald Zaltman

A major goal for advertising is to have an enduring emotional impact on an audience by facilitating their creation of personally relevant understandings of an advertisement.

Memory Change: An Intimate Measure of Persuasion

Kathryn A. Braun-LatourWilliam F. Harrah College of Hotel AdministrationGerald ZaltmanOlson Zaltman Associates
"Asked about the power of advertising in research surveys, most agree it works, but not on...

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