Simple Power Patterns In Response To Advertising
Stephen Terence GouldIndependent Research
Response to advertising is a perceptual and memorial event. We should expect that the simple power laws that have been developed in the psychological laboratories in the past half-century to describe perception-based and memory-based response to stimuli should also apply, in some fashion, to real-life advertising.
However, for all of the billions of dollars spent on advertising each year – $243 billion in the United States in 2000 alone (Darnold, 2001) – there apparently is little published understanding between the...