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Unconscious Advertising Effects

Part 4. Advertising and Integrated Communication

  1. Marjolein Moorman

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04006

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Moorman, M. 2010. Unconscious Advertising Effects. Wiley International Encyclopedia of Marketing. 4.

Author Information

  1. University of Amsterdam, Amsterdam, The Netherlands

Publication History

  1. Published Online: 15 DEC 2010

Abstract

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.

Keywords:

  • unconscious advertising processing;
  • attention toward advertising;
  • advertising effects;
  • advertising recall;
  • implicit advertising measures