Recognition as a Measure of Learning from Television Commercials

Journal of Marketing Research, Vol. XX, pp. 235-48, (August 1983)

15 Pages Posted: 28 Apr 2016

See all articles by Surendra Singh

Surendra Singh

University of Kansas - School of Business

Michael Rothschild

University of Wisconsin - Madison - Graduate School of Business

Date Written: August 1983,

Abstract

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.

Suggested Citation

Singh, Surendra and Rothschild, Michael, Recognition as a Measure of Learning from Television Commercials (August 1983,). Journal of Marketing Research, Vol. XX, pp. 235-48, (August 1983). Available at SSRN: https://ssrn.com/abstract=2770749

Surendra Singh (Contact Author)

University of Kansas - School of Business ( email )

1300 Sunnyside Avenue
Lawrence, KS 66045
United States

Michael Rothschild

University of Wisconsin - Madison - Graduate School of Business

Madison, WI
United States

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