explicit

Conscious and unconscious stimulus perception as a partner processes

Stimulus processing from the perspective of recent research Research on the human brain, the processes of stimulus perception as well as its processing, and related possibilitys for influencing consumer behavior is still in its infancy. Nevertheless, many new, some breakthrough, findings could been obtained in the past few years (Elger et al. 2004). They are […]

Measuring Advertising Effects. Ways, Problems, Solutions.

What you need to know about advertising effects Advertising effects are very complex. Their measurement is too. Nevertheless, this fact is quite often underestimated by many. Most of the time, even experts rely entirely on a few simple parameters, such as the recall value (we already wrote about this issue). However, those measurements only describe […]

The myth of recall as the one and only product placement measurement method

Background The (potential) impact and success of many advertising campaigns and especially product placement is usually measured (in terms of advertising effects) by simple recall tests. Hereby, usually using forced exposure experiments (Chatterjee 2007; Edwards, Li und Lee 2002), the target medium (in our example a movie) is shown to a pre-selected group of people. Afterwards, while those […]