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ERIC Number: ED243141
Record Type: Non-Journal
Publication Date: 1984-Aug
Pages: 19
Abstractor: N/A
Reference Count: N/A
Episodic and Semantic Memory: Implications for the Role of Emotion in Advertising.
Thorson, Esther
In an examination of the way people store and retrieve information from advertising, this paper draws a distinction between "semantic" memory, which stores general knowledge about the world, and "episodic" memory, which stores information about specific events. It then argues that episodic memory plays a more significant role in advertising's effects than has been previously thought. The paper applies episodic memory to questions concerning the role that emotional appeals play in influencing memory, choice, and purchase, concluding that conceptualizing emotional effects in terms of the episodic memory model is both consistent with the psychological literature on memory and useful in understanding how emotion operates in the persuasive process. (FL)
Publication Type: Information Analyses; Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A