Memory Change: An Intimate Measure of Persuasion
Kathryn Braun-LaTour and Gerald Zaltman
A major goal for advertising is to have an enduring emotional impact on an audience by facilitating their creation of personally relevant understandings of an advertisement.
Memory Change: An Intimate Measure of Persuasion
Kathryn A. Braun-LatourWilliam F. Harrah College of Hotel AdministrationGerald ZaltmanOlson Zaltman Associates"Asked about the power of advertising in research surveys, most agree it works, but not on...
