Measuring Affective Advertising: Implications of Low Attention Processing on Recall

Measuring Affective Advertising: Implications of Low Attention Processing on Recall

HEATH, ROBERT, (2005)

Brand Relationships: Strengthened by Emotion, Weakened by Attention - This article provides empirical evidence that it is not the message in advertising that drives brand relationships, but the emotional content. Since emotion is weakened by attention, this implies that advertising designed to enhance brand relationships might be more effective if less attention is paid to it.

Heath, Robert, (2006)

The Statistical Measurement of Financial Derivatives

Heath, Robert, (1998)