Memory Without Recall, Exposure Without Perception

Herbert E. Krugman

Journal of Advertising Research, 2000, vol. 40, issue 6, 49-54

Abstract: In each of two recent talks, to the AMA Attitude Research Conference in Las Vegas and to the ANA Media Workshop in New York, I pointed out the limitations of recall as an indicator of memory and tried to reposition the concept of perception. In Las Vegas I reviewed the implications of the new brain research on the theory of low involvement; in New York I reinterpreted some earlier data which suggested that three advertising exposures represented an optimal frequency. That two so different talks converged on a common focus suggests that there may be some value in looking at them together.

Date: 2000
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