Construction of Print Advertisement in the Context of Conceptual Coherence and Memory Distortion

Alicja Grochowska, Warsaw School of Social Sciences and Humanities, Poland
Andrzej Falkowski, Warsaw School of Social Sciences and Humanities, Poland
Conceptual coherence of print advertisements and memory distortion of coherent-incoherent ads, considering brand familiarity is examined. The theoretical background are network models of the mind and theories of concepts. Results showed the significance of the coherence of ads in their resistance to memory distortion, examined in the backward framing paradigm.
[ to cite ]:
Alicja Grochowska and Andrzej Falkowski (2011) ,"Construction of Print Advertisement in the Context of Conceptual Coherence and Memory Distortion", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.