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Recognition versus recall as measures of television commercial forgetting.
Singh, Surendra N. Rothschild, Michael L. Churchill, Gilbert A.
Singh, Surendra N.
Rothschild, Michael L.
Churchill, Gilbert A.
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Abstract
Investigated the impact of time since exposure, commercial length, and commercial repetition on recognition and unaided recall scores, using 204 undergraduates. Ss were randomly assigned to 12 experimental cells and asked to recall the product category, brand name, and claims for commercials they viewed; similarly 9-alternative verbal recognition tests were used. Results indicate that recognition scores were not indiscriminately high, as commonly is argued and that they declined with time, contrary to what often is assumed. The data show that recognition scores were more sensitive and more discriminating than, and covaried with, unaided recall scores. It is suggested that recognition and recall warrant more consideration by advertisers. Findings are compared to an earlier study by the 1st 2 authors (see record 1984-05496-001). (PsycINFO Database Record (c) 2012 APA, all rights reserved)
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This is the published version. Copyright 1993 by the American Marketing Association.
Date
1988-02
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American Marketing Association
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Keywords
Time lapse, Commercial length, Reputation, Recognition, Recall of TV advertising, College students
Citation
Singh, Surendra N., Michael L. Rothschild, and Gilbert A. Churchill. "Recognition versus Recall as Measures of Television Commercial Forgetting." Journal of Marketing Research 25.1 (1988): 72. Web.