| dc.contributor.author | Singh, Surendra N. | |
| dc.contributor.author | Rothschild, Michael L. | |
| dc.date.accessioned | 2015-05-15T20:57:21Z | |
| dc.date.available | 2015-05-15T20:57:21Z | |
| dc.date.issued | 1983-08 | |
| dc.identifier.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. | en_US |
| dc.identifier.uri | http://hdl.handle.net/1808/17780 | |
| dc.description | This is the published version. Copyright 1983 American Marketing Association. | en_US |
| dc.description.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. | en_US |
| dc.publisher | American Marketing Association | en_US |
| dc.subject | Television advertising | en_US |
| dc.subject | Research | en_US |
| dc.subject | Consumer behavior | en_US |
| dc.subject | Advertising research | en_US |
| dc.subject | Advertising effectiveness | en_US |
| dc.subject | Marketing literature | en_US |
| dc.subject | Commercial products | en_US |
| dc.subject | Marketing | en_US |
| dc.title | Recognition as a Measure of Learning from Television Commercials. | en_US |
| dc.type | Article | |
| kusw.kuauthor | Singh, Surendra N. | |
| kusw.kudepartment | School of Business | en_US |
| kusw.oaversion | Scholarly/refereed, publisher version | |
| kusw.oapolicy | This item does not meet KU Open Access policy criteria. | |
| dc.rights.accessrights | openAccess | |
