Advertising and the Seven Sins of Memory

Larry Percy

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    Abstrakt

    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.
    OriginalsprogEngelsk
    TidsskriftInternational Journal of Advertising
    Vol/bind23
    Udgave nummer4
    Sider (fra-til)413-427
    ISSN0265-0487
    DOI
    StatusUdgivet - 2004

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