Unconscious Advertising Effects
Part 4. Advertising and Integrated Communication
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Moorman, M. 2010. Unconscious Advertising Effects. Wiley International Encyclopedia of Marketing. 4.
- Published Online: 15 DEC 2010
Most traditional advertising effect models are based on the premise that advertising is attended to and processed consciously. However, recent neuroscientific research shows that most information is unconsciously attended to, processed, and stored in memory. The concept of unconscious processing is very interesting for an advertising landscape that is challenged by a growing amount of messages being sent and the declining consumer attention rates.
- unconscious advertising processing;
- attention toward advertising;
- advertising effects;
- advertising recall;
- implicit advertising measures