Point Article

Emotion, Attention and Memory in Advertising

How can brand campaigns leverage the interplay of attention,memory and emotion to influence people’s choices? This paper outlines how advertisers can make optimal use of emotional stimuli with the aim of influencing people’s brand choices. To do that, we look at how people pay attention to, and both encode into memory and later retrieve, emotionlinked stimuli. Finally, we look at this evidence in the context of advertising to draw some conclusions about how these interact to deliver desired brand outcomes.