Abstract
This paper looks at the idea of implicit memory and whether or not it is likely to be involved in the processing of advertising. Given what is known about implicit learning and memory, it is doubtful that even if there was unconscious or implicit processing of advertising, that there would be any effect upon attitude or behaviour. The only unconscious response to advertising likely to have an impact upon attitudes and behaviour is emotion.
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© 2006 Deutscher Universitäts-Verlag ∣ GWV Fachverlage GmbH, Wiesbaden
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Percy, L. (2006). Unconscious processing of advertising and its effects upon attitude and behaviour. In: Diehl, S., Terlutter, R. (eds) International Advertising and Communication. DUV. https://doi.org/10.1007/3-8350-5702-2_6
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DOI: https://doi.org/10.1007/3-8350-5702-2_6
Publisher Name: DUV
Print ISBN: 978-3-8350-0455-9
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