Recall, Recognition, and the Measurement of Memory for Print Advertisements
Open accessAbstract
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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Recall method is typically used to tap into individuals' long-term memory where information specific to one's personal history or experiences is stored.
“Recall method is typically used to tap into individuals' long-term memory where information specific to one's personal history or experiences is stored.”
From Trust, Satisfaction, and Online Repurchase Intention: The Moderating Role of Perceived Effectiveness of E-Commerce Institutional Mechanisms1 (2014) · cites this paper as Bagozzi and Silk 1983
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References 82 · Cited by 110
- Authors
- Bagozzi, R. P., & Silk, A. J.
- Affiliations
- Massachusetts Institute of Technology (US)
- ORCID
- Bagozzi, Richard P.
- Venue
- Marketing Science
- Published
- 1983-05
- Volume
- 2
- Issue
- 2
- Pages
- 95-134
- ISSN
- 0732-2399 (ISSN-L)
- 1526-548X
- OpenAlex
- W2003963544
- Cited by
- 110
- References
- 82
- Citations by year
- 2026: 2 · 2025: 4 · 2024: 1 · 2023: 3 · 2022: 3 · 2021: 4 · 2020: 2 · 2019: 3 · 2018: 3 · 2017: 4 · 2016: 7 · 2015: 3 · 2014: 6 · 2013: 5 · 2012: 5
- FWCI
- 1.59
- Type
- journal article
- Language
- en
- Open access
- green
- hdl.handle.net
- Licence
- cc-by-nc
- Locations
- Marketing Science (publishedVersion)
- DSpace@MIT (Massachusetts Institute of Technology) (submittedVersion, cc-by-nc)
- Topics
- Life Sciences › Neuroscience › Cognitive Neuroscience › Memory Processes and Influences
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- print advertising, memory retrieval, recognition memory, memory structure, memory decay, memory stability, advertising evaluation
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