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...