Revealing Unconscious Consumer Reactions to Advertisements That Include Visual Metaphors. A Neurophysiological Experiment

The main challenge of advertising is to catch consumers’ attention and evoke in them positive attitudes to consequently achieve product preference and higher purchase intentions. In modern advertising, visual metaphors are widely used due to their effects such as improving advertising recall, enhanc...

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Detalles Bibliográficos
Autores principales: García-Madariaga, Jesús, Moya, Ingrit, Recuero, Nuria, Blasco, María-Francisca
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2020
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7235424/
https://www.ncbi.nlm.nih.gov/pubmed/32477206
http://dx.doi.org/10.3389/fpsyg.2020.00760

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7235424/
https://www.ncbi.nlm.nih.gov/pubmed/32477206
http://dx.doi.org/10.3389/fpsyg.2020.00760

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