Reply

Richard P. Bagozzi and Alvin J. Silk
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Richard P. Bagozzi: University of Michigan
Alvin J. Silk: Massachusetts Institute of Technology and Harvard University

Marketing Science, 1988, vol. 7, issue 1, 99-102

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.

Date: 1988
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