Michael Rothschild

University of Wisconsin - Madison - Graduate School of Business

Associate Professor

Madison, WI

United States

SCHOLARLY PAPERS

2

DOWNLOADS

163

CITATIONS

2

Scholarly Papers (2)

1.

Recognition Versus Recall as Measures of Television Commercial Forgetting

Journal of Marketing Research, Vol. XXV, pp. 72-80, (February 1988)
Number of pages: 10 Posted: 28 Apr 2016
Surendra Singh, Michael Rothschild and Gilbert Churchill
University of Kansas - School of Business, University of Wisconsin - Madison - Graduate School of Business and University of Wisconsin - Madison - Business Research
Downloads 127 (220,487)
Citation 3

Abstract:

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2.

Recognition as a Measure of Learning from Television Commercials

Journal of Marketing Research, Vol. XX, pp. 235-48, (August 1983)
Number of pages: 15 Posted: 28 Apr 2016
Surendra Singh and Michael Rothschild
University of Kansas - School of Business and University of Wisconsin - Madison - Graduate School of Business
Downloads 36 (434,946)
Citation 2

Abstract:

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