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dc.contributor.authorSingh, Surendra N.
dc.contributor.authorRothschild, Michael L.
dc.contributor.authorChurchill, Gilbert A.
dc.date.accessioned2015-05-15T20:41:47Z
dc.date.available2015-05-15T20:41:47Z
dc.date.issued1988-02
dc.identifier.citationSingh, 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.en_US
dc.identifier.urihttp://hdl.handle.net/1808/17778
dc.descriptionThis is the published version. Copyright 1993 by the American Marketing Association.en_US
dc.description.abstractInvestigated 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)en_US
dc.publisherAmerican Marketing Associationen_US
dc.subjectTime lapseen_US
dc.subjectCommercial lengthen_US
dc.subjectReputationen_US
dc.subjectRecognitionen_US
dc.subjectRecall of TV advertisingen_US
dc.subjectCollege studentsen_US
dc.titleRecognition versus recall as measures of television commercial forgetting.en_US
dc.typeArticle
kusw.kuauthorSingh, Surendra N.
kusw.kudepartmentSchool of Businessen_US
kusw.oaversionScholarly/refereed, publisher version
kusw.oapolicyThis item does not meet KU Open Access policy criteria.
dc.rights.accessrightsopenAccess


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