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Recall, Recognition, and the Measurement of Memory for Print Advertisements

Author

Listed:
  • Richard P. Bagozzi

    (Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02139)

  • Alvin J. Silk

    (Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02139)

Abstract

The recall and recognition of people for 95 print ads were examined with an aim toward investigating memory structure and decay processes. It was found that recall and recognition do not, by themselves, measure a single underlying memory state. Rather, memory is multidimensional, and recall and recognition capture only a portion of memory, while at the same time reflecting other mental states. When interest in the ads was held constant, however, recall and recognition did measure memory as a unidimensional construct. Further, an examination of memory over three points in time showed considerable stability. The findings are interpreted from the perspective of recent research in cognitive psychology as well as current thinking in consumer behavior and advertising research. Managerial implications are considered as well.

Suggested Citation

  • Richard P. Bagozzi & Alvin J. Silk, 1983. "Recall, Recognition, and the Measurement of Memory for Print Advertisements," Marketing Science, INFORMS, vol. 2(2), pages 95-134.
    • Handle: RePEc:inm:ormksc:v:2:y:1983:i:2:p:95-134
    DOI: 10.1287/mksc.2.2.95
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    Citations

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    Cited by:

    1. Aîda Mimouni & Ouidade Sabri-Zaaraoui & Béatrice Parguel, 2010. "Competitive Advertising Within Store Flyers: A Win-Win Strategy?," Post-Print halshs-00634439, HAL.
    2. Robert J. Shiller & John Pound, 1986. "Survey Evidence on Diffusion of Interest Among Institutional Investors," Cowles Foundation Discussion Papers 794, Cowles Foundation for Research in Economics, Yale University.
    3. Robert J. Shiller & John Pound, 1986. "Survey Evidence on Diffusion of Investment Among Institutional Investors," NBER Working Papers 1851, National Bureau of Economic Research, Inc.
    4. Taylor, Daphne S. & Weersink, Jeff & Funk, Tom & Goddard, Ellen W., 1994. "The Effect of Nutritional Information on Attitude and Consumption: The Case of Yogurt," Department of Agricultural Economics and Business 258812, University of Guelph.
    5. Marano-Marcolini, Carla & Torres-Ruiz, Francisco J., 2017. "A consumer-oriented model for analysing the suitability of food classification systems," Food Policy, Elsevier, vol. 69(C), pages 176-189.
    6. repec:dgr:rugsom:95b28 is not listed on IDEAS
    7. Rosbergen, Edward & Pieters, Rik & Wedel, Michel, 1995. "Undirected visual attention to advertising : a segment-level analysis," Research Report 95B28, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    8. Yi-Lin Tsai & Elisabeth Honka, 2021. "Informational and Noninformational Advertising Content," Marketing Science, INFORMS, vol. 40(6), pages 1030-1058, November.
    9. Owens, Martin & Ramsey, Elaine & Loane, Sharon, 2018. "Resolving post-formation challenges in shared IJVs: The impact of shared IJV structure on inter-partner relationships," International Business Review, Elsevier, vol. 27(3), pages 584-593.
    10. Shunyao Yan & Klaus M. Miller & Bernd Skiera, 2020. "How Does the Adoption of Ad Blockers Affect News Consumption?," Papers 2005.06840, arXiv.org, revised Aug 2021.
    11. Dominique M. Hanssens & Koen H. Pauwels & Shuba Srinivasan & Marc Vanhuele & Gokhan Yildirim, 2014. "Consumer Attitude Metrics for Guiding Marketing Mix Decisions," Marketing Science, INFORMS, vol. 33(4), pages 534-550, July.
    12. Ramadania & Rianti Ardana Reswari & Endang Dhamayantie, 2018. "Discovering Chinese Product Strategies on Stimulating Attitude and Intention: Involvement of Innovation, Country-of-Origin and Knowledge," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 16(3 (Fall)), pages 215-234.
    13. Mimouni Chaabane, Aîda & Sabri, Ouidade & Parguel, Béatrice, 2010. "Competitive advertising within store flyers: A win–win strategy?," Journal of Retailing and Consumer Services, Elsevier, vol. 17(6), pages 478-486.
    14. Reinares-Lara, Pedro & Martín-Santana, Josefa D., 2019. "Managing point of purchase advertising: Effectiveness in terms of recall and recognition," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 289-296.

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