Revealing Unconscious Consumer Reactions to Advertisements That Include Visual Metaphors. A Neurophysiological Experiment

The main challenge of advertising is to catch consumers’ attention and evoke in them positive attitudes to consequently achieve product preference and higher purchase intentions. In modern advertising, visual metaphors are widely used due to their effects such as improving advertising recall, enhanc...

Full description

Bibliographic Details
Main Authors: Jesús García-Madariaga, Ingrit Moya, Nuria Recuero, María-Francisca Blasco
Format: Article
Published: Frontiers Media S.A. 2020-05-01
Series:Frontiers in Psychology
Online Access: