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Author

Listed:
  • Richard P. Bagozzi

    (University of Michigan)

  • Alvin J. Silk

    (Massachusetts Institute of Technology and Harvard University)

Abstract

Howard and Sawyer (Howard, D. J., A. G. Sawyer. 1988. Recall, recognition, and the dimensionality of memory for print advertisements: An interpretative reappraisal. in press.), hereafter H & S, raise two “conceptual” and four “methodological” issues with respect to our earlier article (Bagozzi and Silk [Bagozzi, R. P., A. J. Silk. 1983. Recall, recognition, and the measurement of memory for print advertisements. (Spring) 95–134.]). In this reply, we attempt to show that H & S's conceptual issues are based upon false premises about the purpose and substance of our paper and that the methodological criticisms are in three instances groundless and in the fourth unresolved and debatable.

Suggested Citation

  • Richard P. Bagozzi & Alvin J. Silk, 1988. "Reply," Marketing Science, INFORMS, vol. 7(1), pages 99-102.
    • Handle: RePEc:inm:ormksc:v:7:y:1988:i:1:p:99-102
    DOI: 10.1287/mksc.7.1.99
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