Advertising and the Seven Sins of Memory

Larry Percy

    Research output: Contribution to journalJournal articlepeer-review


    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.
    Original languageEnglish
    JournalInternational Journal of Advertising
    Issue number4
    Pages (from-to)413-427
    Publication statusPublished - 2004

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