PT  - JOURNAL ARTICLE
AU  - Herbert E. Krugman
TI  - Memory without Recall, Exposure without Perception
AID  - 10.2501/JAR-40-6-49-54
DP  - 2000 Nov 01
TA  - Journal of Advertising Research
PG  - 49--54
VI  - 40
IP  - 6
4099  - http://www.journalofadvertisingresearch.com/content/40/6/49.short
4100  - http://www.journalofadvertisingresearch.com/content/40/6/49.full
SO  - J Advert Res2000 Nov 01; 40
AB  - This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1977, Krugman reviews two areas that have implications on how advertisements work: the first concerns brain function, the second definitions of exposure and perception. This leads to a tempting conclusion that it is the right brain's picture-taking ability that permits the rapid screening of the environment - to select what it is that the left brain should focus attention on.