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Exploratory comparisons of alternative memory measures for brand name
Author(s) -
Duke Charles R.
Publication year - 1995
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220120103
Subject(s) - recall , psychology , test (biology) , free recall , brand names , measure (data warehouse) , cognitive psychology , memory test , social psychology , word (group theory) , advertising , cognition , computer science , data mining , mathematics , paleontology , neuroscience , business , biology , geometry
Two experiments examined memory measures other than recall for use in advertising evaluations. In one experiment, an Ebbinghaus Savings Test was used as an indirect test to recover delayed memory for ad information when free recall was at floor levels. In a second experiment, a direct measure (recognition) and an indirect measure (word fragment completion) were compared in delayed tests. Processing levels affected recognition scores significantly, but no such effects were noted for word fragment completion. These results suggest that alternative awareness measures can provide important marketing research information. © 1995 John Wiley & Sons, Inc.