Memory-Based Measures for Assessing Advertising Effects: A Comparison of Explicit and Implicit Memory Effects

By Stewart Shapiro, H. S. Krishnan. 2001

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Who’s messing with my mind? (2008, background): “…of persuasive advertising messages on explicit attitude change (see Johar et al. 2006), while other researchers have begun to explore the consumer implications of dual process models of recognition memory (e.g. Shapiro & Krishnan 2001; Goode 2007) and decision making (e.g. Shiv & Fedorikhin 2002).”
The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory, and Brand-Choice Behavior (2007, background): “These two characteristics of implicit memory have been demonstrated in research on implicit memory for advertisements (Shapiro & Krishnan, 2001).”
Measuring Affective Advertising: Implications of Low Attention Processing on Recall (2005, background): “The above properties have been experimentally verified in respect of advertising by Shapiro and Krishnan (2001). In summary, implicit memory appears to be a substantial memory system that can record perceptions and concepts automatically and irrespective of how much attention is being paid, and can ”
Descending from the Ivory Tower: Reflections on the Relevance and Future of Country-of-Origin Research (2008, unknown): “Journal of Consumer Research, 19 (1): 34-51.”