Loading...
Recognition as a Measure of Learning from Television Commercials.
Singh, Surendra N. Rothschild, Michael L.
Singh, Surendra N.
Rothschild, Michael L.
Citations
Altmetric:
Abstract
Recognition has not received extensive acceptance by practitioners as a response variable for learning of television commercials. The authors review some of the distinctions between recoil and recognition, and some of the problems associated with each. In a laboratory experiment they developed and tested a measure of recognition useful for low involvement situations in which a recall level of learning may not be necessary. Data and implications about the usefulness and limitations of the measure are presented.
Description
This is the published version. Copyright 1983 American Marketing Association.
Date
1983-08
Journal Title
Journal ISSN
Volume Title
Publisher
American Marketing Association
Collections
Research Projects
Organizational Units
Journal Issue
Keywords
Television advertising, Research, Consumer behavior, Advertising research, Advertising effectiveness, Marketing literature, Commercial products, Marketing
Citation
Singh, Surendra N., and Michael L. Rothschild. "Recognition as a Measure of Learning from Television Commercials." Journal of Marketing Research 20.3 (1983): 235. Web.