Implicit and explicit measures: what their dissociations reveal about the workings of advertising
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| Publication date | 2016 |
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| Book title | Advances in Advertising Research (Vol. VI) |
| Book subtitle | The Digital, the Classic, the Subtle, and the Alternative |
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| ISBN (electronic) |
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| Series | European Advertising Academy |
| Event | ICORIA 2014: EAA's 13th International Conference on Research in Advertising: Amsterdam, the Netherlands: June 26 - 28, 2014 |
| Pages (from-to) | 269-279 |
| Publisher | Wiesbaden: Springer Gabler |
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| Abstract |
Consider a scenario in which you participate in a study on advertising effects. You are instructed to attend to an advertisement, after which you are asked about your memory for the advertisement and advertised brand, your attitude towards the ad and brand, and your intention to purchase the advertised brand. Sometimes, you will also be asked to reflect about the proposed process that is considered to underlie advertising effects, with questions along the lines of ‘do you think that this advertisement has affected your attitude about the brand?’ or ‘do you think the music in the advertisement affected how positive you feel about the brand?’.
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| Document type | Conference contribution |
| Language | English |
| Published at | https://doi.org/10.1007/978-3-658-10558-7_21 |
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