Memory Change: An Intimate Measure of Persuasion

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 them" (Clark, 1985, p. 13). Luckily for advertisers, this belief about the impact of advertising on personal beliefs does not appear to represent reality. Most psychologists agree that consumers have little direct access to their own thought processes (Gardner, 2004; Libet, 2004; Nisbett and Wilson, 1977; Pinker, 2002; Wegner,...

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