Beteiligte: | |
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In: | Marketing Theory, 15, 2015, 1, S. 59-78 |
veröffentlicht: |
SAGE Publications
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 59-78 |
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ISSN: |
1470-5931
1741-301X |
DOI: | 10.1177/1470593114558532 |
veröffentlicht in: | Marketing Theory |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | SAGE Publications (CrossRef) |
<jats:p> The unconscious processing of information is explored by drawing on contributions from psychoanalysis, clinical and cognitive psychology, and neuroscience. A theory is constructed to explain why a hidden negative image embedded in a print advertisement can increase brand-name recall. An experimental design using actual advertisements in a mock magazine with and without the embedded images is used to test the theory. The results show that unaided brand-name recall is significantly higher for the print advertisements with hidden negative images embedded in them. </jats:p> |