Recognition as a Measure of Learning from Television Commercials
Journal of Marketing Research, Vol. XX, pp. 235-48, (August 1983)
15 Pages Posted: 4 Feb 2020
Date Written: August 1983,
Recognition has not received extensive acceptance by practitioners as a response variable for learning of television commercials. The authors review some of the distinctions between recall and recognition, and some of the problems associated with each. In a laboratory experiment they developed and tested a measure of recognition useful for low involvement situations in which a recall level of learning may not be necessary. Data and implications about the usefulness and limitations of the measure are presented.
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