Memory Change: An Intimate Measure of Persuasion - This article proposes an approach to evaluating advertisements that builds on the reconstructive nature of memory. We present the memory integration paradigm that assesses advertising's influence on consumers' own memories of their beliefs.
| Year of publication: |
2006
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|---|---|
| Authors: | Braun-LaTour, Kathryn A. ; Zaltman, Gerald |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 46.2006, 1, p. 57-72
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