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Keywords: Consumer memory
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2016) 50 (1-2): 312–316.
Published: 08 February 2016
... fluctuations that constantly occur in most markets and given the known processes by which consumer memory operates. Originality/value – By synthesising prior work on advertising and consumer memory, the author provides a simple model of how advertising interacts with memory. This model explains why ad...
