Opposite effects at consumers behaviour
Keywords:
Priming effect, reverse priming effect, implicit memory, behaviour, consumer.
Abstract
It is consistent to assert that with analysis and planning; a campaign, ad, or an advertisement tactic, should be effective, but ¿what if it would be causing an opposite behaviour on the consumer? Research leading to this article, focused on understanding through a documentary review and interviews with experts, the reverse priming effect, which makes such reactions happen. While the tracked literature indicates that phenomenon has not been documented in Latin America, implications of its knowledge to the improvement of effective advertisement campaigns are imminent.Downloads
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Published
2015-02-13
How to Cite
García Díaz L. E. (2015). Opposite effects at consumers behaviour. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 8(1), 25-37. https://doi.org/10.5209/rev_PEPU.2014.v8.n1.48385
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