Measuring Affective Advertising: Implications of Low Attention Processing on Recall

Robert Heath and Agnes Nairn

Journal of Advertising Research, 2005, vol. 45, issue 02, pages 269-281

Abstract: This article is about affective advertising, defined as that which works more on our emotions and feelings than on our knowledge and beliefs. This sort of advertising can be processed effectively at relatively low levels of attention and as a result does not always perform well on recall measures. We compare the most popular recall-based metric claimed advertising awareness against an approach that deduces effectiveness from recognition and find claimed advertising awareness seriously underestimates the effectiveness of the advertising tested.

Date: 2005

Downloads: (external link)
http://journals.cambridge.org/abstract_S0021849905050282 link to article abstract page (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: http://EconPapers.repec.org/RePEc:cup:jadres:v:45:y:2005:i:02:p:269-281_05

Access Statistics for this article

More articles in Journal of Advertising Research from Cambridge University Press
Address: The Edinburgh Building, Shaftesbury Road, Cambridge CB2 2RU UK
Series data maintained by Mike Eden ().