Memory-Based Measures for Assessing Advertising Effects: A Comparison of Explicit and Implicit Memory Effects

  title={Memory-Based Measures for Assessing Advertising Effects: A Comparison of Explicit and Implicit Memory Effects},
  author={Stewart Shapiro and H. Shanker Krishnan},
  journal={Journal of Advertising},
  pages={1 - 13}
Abstract Prior marketing studies investigating memory for advertisements have relied almost exclusively on examining effects contingent on explicit memory retrieval. This process involves a deliberate effort on the part of the consumer to think back to an advertisement in an attempt to recall the ad information. Studies in this area have shown that a lengthy delay between ad exposure and test, as well as divided attention during the ad exposure episode, hinder or even eliminate successful… Expand
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  • 1996
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