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Measuring Affective Advertising: Implications of Low Attention Processing on Recall

Robert Heath, Agnes Nairn
DOI: 10.1017/S0021849905050282 Published 1 June 2005
Robert Heath
University of Bath School of Management
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Agnes Nairn
University of Bath School of Management
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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.

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Vol 45 Issue 2

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Measuring Affective Advertising: Implications of Low Attention Processing on Recall
Robert Heath, Agnes Nairn
Journal of Advertising Research Jun 2005, 45 (2) 269-281; DOI: 10.1017/S0021849905050282

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Measuring Affective Advertising: Implications of Low Attention Processing on Recall
Robert Heath, Agnes Nairn
Journal of Advertising Research Jun 2005, 45 (2) 269-281; DOI: 10.1017/S0021849905050282
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