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

Daniel J. Howard and Alan G. Sawyer
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Daniel J. Howard: Southern Methodist University
Alan G. Sawyer: The University of Florida-Gainesville

Marketing Science, 1988, vol. 7, issue 1, 94-98

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.

Date: 1988
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:7:y:1988:i:1:p:94-98

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