article

Recall, Recognition, and the Measurement of Memory for Print Advertisements

Authors:

Richard P. Bagozzi,

Alvin J. SilkAuthors Info & Claims

Marketing Science, Volume 2, Issue 2

Pages 95 - 134

https://doi.org/10.1287/mksc.2.2.95

Published: 01 May 1983 Publication History

Abstract

The recall and recognition of people for 95 print ads were examined with an aim toward investigating memory structure and decay processes. It was found that recall and recognition do not, by themselves, measure a single underlying memory state. Rather, memory is multidimensional, and recall and recognition capture only a portion of memory, while at the same time reflecting other mental states. When interest in the ads was held constant, however, recall and recognition did measure memory as a unidimensional construct. Further, an examination of memory over three points in time showed considerable stability. The findings are interpreted from the perspective of recent research in cognitive psychology as well as current thinking in consumer behavior and advertising research. Managerial implications are considered as well.

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cover image Marketing Science

Marketing Science Volume 2, Issue 2

May 1983

106 pages

ISSN:1526-548X

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INFORMS

Linthicum, MD, United States

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Published: 01 May 1983

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