IDEAS home Printed from https://ideas.repec.org/a/inm/ormksc/v7y1988i1p94-98.html
   My bibliography  Save this article

Comment—Recall, Recognition and the Dimensionality of Memory for Print Advertisements: An Interpretative Reappraisal

Author

Listed:
  • Daniel J. Howard

    (Southern Methodist University)

  • Alan G. Sawyer

    (The University of Florida-Gainesville)

Abstract

Bagozzi and Silk (Bagozzi, R. P., A. J. Silk. 1983. Recall, recognition and the measurement of memory for print advertisements. 95–134.), B&S hereafter, report the results of LISREL analyses of the covariance structure of aggregate recognition and recall data collected 30 years ago by the (1956) in a study of Printed Advertising Rating Methods (PARM). The authors conclude that “memory is multidimensional.” Several conceptual and methodological issues, however, cloud the interpretation of their results.

Suggested Citation

  • Daniel J. Howard & Alan G. Sawyer, 1988. "Comment—Recall, Recognition and the Dimensionality of Memory for Print Advertisements: An Interpretative Reappraisal," Marketing Science, INFORMS, vol. 7(1), pages 94-98.
    • Handle: RePEc:inm:ormksc:v:7:y:1988:i:1:p:94-98
    DOI: 10.1287/mksc.7.1.94
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mksc.7.1.94
    Download Restriction: no
    File URL: https://libkey.io/10.1287/mksc.7.1.94?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:ormksc:v:7:y:1988:i:1:p:94-98. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.