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Abstract

The unconscious processing of information is explored by drawing on contributions from psychoanalysis, clinical and cognitive psychology, and neuroscience. A theory is constructed to explain why a hidden negative image embedded in a print advertisement can increase brand-name recall. An experimental design using actual advertisements in a mock magazine with and without the embedded images is used to test the theory. The results show that unaided brand-name recall is significantly higher for the print advertisements with hidden negative images embedded in them.

Keywords

Brand-name recall sexual embeds unconscious unconscious information processing

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The unconscious processing information

Abstract

Keywords

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References