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Measuring Affective Advertising: Implications of Low Attention Processing on Recall

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  • HEATH, ROBERT
  • NAIRN, AGNES

Abstract

This article is about affective advertising, defined as that which works more on our emotions and feelings than on our knowledge and beliefs. This sort of advertising can be processed effectively at relatively low levels of attention and as a result does not always perform well on recall measures. We compare the most popular recall-based metric—claimed advertising awareness—against an approach that deduces effectiveness from recognition and find claimed advertising awareness seriously underestimates the effectiveness of the advertising tested.

Suggested Citation

  • Heath, Robert & Nairn, Agnes, 2005. "Measuring Affective Advertising: Implications of Low Attention Processing on Recall," Journal of Advertising Research, Cambridge University Press, vol. 45(2), pages 269-281, June.
    • Handle: RePEc:cup:jadres:v:45:y:2005:i:02:p:269-281_05
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    1. Brannon Barhorst, Jennifer & McLean, Graeme & Shah, Esta & Mack, Rhonda, 2021. "Blending the real world and the virtual world: Exploring the role of flow in augmented reality experiences," Journal of Business Research, Elsevier, vol. 122(C), pages 423-436.

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