Affect and Memory: The Effect of Emotional Advertising on Brand Memory

The effect of emotions on memory has been considered in research from psychology and neuroscience, and has been extended to multiple knowledge areas, including marketing and advertising. Studies have proven that advertisements that include emotional content have a positive influence on advertisement...

• Autor principal: Benavides Polo, Claudia (author)
• Otros Autores: González Loyola, Pablo (author)
• Formato: article
• Lenguaje: spa
• Publicado: 2025
• Materias: Emoción; Branding Emocional; Publicidad; Decisión; Memoria; Emotion; Emotional Branding; Advertising; Decision; Memory; Emoção; Marketing; Decisão
• Acceso en línea: https://revistas.uasb.edu.ec/index.php/eg/article/view/4746