Creativity and Memory Effects: Recall, Recognition, and an Exploration of Nontraditional Media

Volume: 37, Issue: 4, Pages: 85 - 94
Published: Dec 1, 2008
Abstract
Using a combination of exploratory and traditional approaches, we replicate and extend previous research on creativity and memory effects. The first study examines creativity's effect on advertising recall using two nontraditional media: airport terminal and preshow cinema advertising. Results suggest that differences in how consumers interact with nontraditional media influence the effect of advertising creativity on memory. For cinema...
Paper Details
Title
Creativity and Memory Effects: Recall, Recognition, and an Exploration of Nontraditional Media
Published Date
Dec 1, 2008
Volume
37
Issue
4
Pages
85 - 94
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