Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluations
- 1 December 1987
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 14 (3) , 316-333
- https://doi.org/10.1086/209116
Abstract
Because consumers may not make brand decisions during ad exposure, consumer memory for advertising is important. Yet, the cues typically available foKeywords
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