Singh, Surendra N.Rothschild, Michael L.2015-05-152015-05-151983-08Singh, Surendra N., and Michael L. Rothschild. "Recognition as a Measure of Learning from Television Commercials." Journal of Marketing Research 20.3 (1983): 235. Web.https://hdl.handle.net/1808/17780This is the published version. Copyright 1983 American Marketing Association.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.Television advertisingResearchConsumer behaviorAdvertising researchAdvertising effectivenessMarketing literatureCommercial productsMarketingArticleopenAccess