How does advertising work? Research findings on the effects of advertising are assembled and critically reviewed in this clearly written book, which is designed for both advanced students and practitioners. Robert East presents evidence on successful advertising campaigns where the brand...

We examine the cognitive mechanics involved in keeping prices in short-term memory for subsequent recall. Consumers code and store prices verbally, visually, and in terms of the prices' magnitude. The encoding used influences immediate recall performance. The memorability of prices depends on...