Reklam ve Hafıza

Harvard Üniversitesi'nde Psikoloji profesorü olan ve hafıza üzerinde derinlemesine araştırmalar yapan Daniel L. Schacter, Hafızanın 7 günahı (The Seven Sins of Memory, 2001) adlı kitabında, reklamcılara ışık tutacak konulardan behsediyor.
1) Uçuculuk
Uçuculuk, hafızanın zaman içinde detayları silmesi ve anıları daha genel hatlarıyla hatırlaması olarak açıklanabilir. Uçuculuk daha çok , sık ve düzenli reklam yapmayan  markalar üzerinde etki ediyor. Tüketiciler, zaman içinde bu markalara ait ayrıştırıcı detayları unutup, daha çok jenerik faydaları hatırlar hale geliyorlar.

2) Dalgınlık

3) Engelleme

4) Yanlış eşleme

5) Etki altında kalmak

6) Taraflılık

7) Kalıcılık

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