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.
| Original language | English |
|---|---|
| Journal | International Journal of Advertising |
| Volume | 23 |
| Issue number | 4 |
| Pages (from-to) | 413-427 |
| ISSN | 0265-0487 |
| DOIs | |
| Publication status | Published - 2004 |