Advertising and the Seven Sins of Memory

Larry Percy

doi:10.1080/02650487.2004.11072893

Advertising and the Seven Sins of Memory

Larry Percy

Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › peer review

Abstract

A positive intention may be formed as a result of exposure to an advertisement, but if a memory malfunction interferes with that intention, the advertising will be ineffective.This paper considers the implications for advertisers of Daniel Schacter’s ‘seven sins of memory’: transcience, absent-mindedness, blocking, misattribution, suggestibility, bias and persistence. Each of the ‘sins’ is explained in detail and advice provided for advertisers on how to avoid these pitfalls.

Originalsprog	Engelsk
Tidsskrift	International Journal of Advertising
Vol/bind	23
Udgave nummer	4
Sider (fra-til)	413-427
ISSN	0265-0487
DOI	https://doi.org/10.1080/02650487.2004.11072893
Status	Udgivet - 2004

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title = "Advertising and the Seven Sins of Memory",

abstract = "A positive intention may be formed as a result of exposure to an advertisement, but if a memory malfunction interferes with that intention, the advertising will be ineffective.This paper considers the implications for advertisers of Daniel Schacter{\textquoteright}s {\textquoteleft}seven sins of memory{\textquoteright}: transcience, absent-mindedness, blocking, misattribution, suggestibility, bias and persistence. Each of the {\textquoteleft}sins{\textquoteright} is explained in detail and advice provided for advertisers on how to avoid these pitfalls.",

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AB - A positive intention may be formed as a result of exposure to an advertisement, but if a memory malfunction interferes with that intention, the advertising will be ineffective.This paper considers the implications for advertisers of Daniel Schacter’s ‘seven sins of memory’: transcience, absent-mindedness, blocking, misattribution, suggestibility, bias and persistence. Each of the ‘sins’ is explained in detail and advice provided for advertisers on how to avoid these pitfalls.

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DO - 10.1080/02650487.2004.11072893

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