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A New Bridge from Text to Mind: Cognitive Literary Approaches to Advertising

Qualitative Consumer Research

ISBN: 978-1-78714-492-7, eISBN: 978-1-78714-491-0

ISSN: 1548-6435

Publication date: 1 August 2017

Abstract

Originality/value

Most research to date has kept literary and cognitive approaches to persuasion separate, black-boxing the processes of persuasion. This chapter argues for a revitalization of interest in aesthetic detail, informed by insights from cognitive science.

Keywords

Citation

Van den Bossche, A. (2017), "A New Bridge from Text to Mind: Cognitive Literary Approaches to Advertising", Qualitative Consumer Research (Review of Marketing Research, Vol. 14), Emerald Publishing Limited, Bingley, pp. 1-23. https://doi.org/10.1108/S1548-643520170000014001

Publisher

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Emerald Publishing Limited

Copyright © 2017 Emerald Publishing Limited