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Priming Effect Across Modalities and Influence of Processing Fluency on AD Designs

Springer Nature, (2015), 168
DOI: 10.1007/978-3-319-10873-5_87
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Abstract

This paper theoretically illustrates cross-modality priming effect in advertising. Economic and cognitive theories are used to analyze the priming effects resulting from ad picture-word combinations. The paper discusses that cross-modality effect may be monitored with priming order, priming depth priming element relationships, and priming emotional dimensions.

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Yan, T., & Zúñiga, M. A. (2015). Priming Effect Across Modalities and Influence of Processing Fluency on AD Designs. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 168). Springer Nature. https://doi.org/10.1007/978-3-319-10873-5_87

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