Unconscious advertising effects

Authors
Publication date 2011
Host editors
  • M.A. Belch
  • G.E. Belch
Book title Wiley international encyclopedia of marketing - Vol. 4: Advertising and integrated communication
ISBN
  • 9781405161787
Pages (from-to) 211-213
Publisher Chichester: Wiley
Organisations
  • Faculty of Social and Behavioural Sciences (FMG) - Amsterdam School of Communication Research (ASCoR)
Abstract Most traditional advertising effect models are based on the premise that advertising is attended to and processed consciously. However, recent neuroscientific research shows that most information is unconsciously attended to, processed, and stored in memory. The concept of unconscious processing is very interesting for an advertising landscape that is challenged by a growing amount of messages being sent and the declining consumer attention rates.
Document type Chapter
Language English
Published at https://doi.org/10.1002/9781444316568.wiem04006
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