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Memory Without Recall, Exposure Without Perception

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  • Krugman, Herbert E.

Abstract

In each of two recent talks, to the AMA Attitude Research Conference in Las Vegas and to the ANA Media Workshop in New York, I pointed out the limitations of recall as an indicator of memory and tried to reposition the concept of perception. In Las Vegas I reviewed the implications of the new brain research on the theory of low involvement; in New York I reinterpreted some earlier data which suggested that three advertising exposures represented an optimal frequency. That two so different talks converged on a common focus suggests that there may be some value in looking at them together.

Suggested Citation

  • Krugman, Herbert E., 2000. "Memory Without Recall, Exposure Without Perception," Journal of Advertising Research, Cambridge University Press, vol. 40(6), pages 49-54, December.
    • Handle: RePEc:cup:jadres:v:40:y:2000:i:06:p:49-54_00
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    Cited by:

    1. Bogdan Rusu & Christiana Brigitte Sandu & Silvia Avasilcai & Irina David, 2023. "Acceptance of Digital Transformation: Evidence from Romania," Sustainability, MDPI, vol. 15(21), pages 1-17, October.

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