Recognition Versus Recall as Measures of Television Commercial Forgetting

Journal of Marketing Research, Vol. XXV, pp. 72-80, (February 1988)

10 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

Gilbert Churchill

University of Wisconsin - Madison - Business Research

Date Written: February 1988

Abstract

The authors report the second in a series of experiments on recognition as a dependent variable in the study of learning and forgetting of television commercials. They investigate the impact of time since exposure, commercial length, and commercial repetition on recognition and unaided recall scores. The results indicate that recognition scores are not indiscriminately high, as commonly is argued, and that they do decline with time, contrary to what often is assumed. The data, in fact, show that recognition scores are more sensitive and more discriminating than, and covary with, unaided recall scores. The evidence indicates they warrant more consideration by advertisers.

Suggested Citation

Singh, Surendra and Rothschild, Michael and Churchill, Gilbert, Recognition Versus Recall as Measures of Television Commercial Forgetting (February 1988). Journal of Marketing Research, Vol. XXV, pp. 72-80, (February 1988). Available at SSRN: https://ssrn.com/abstract=2770750

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

Gilbert Churchill

University of Wisconsin - Madison - Business Research

Madison, WI
United States

Register to save articles to
your library

Register

Paper statistics

Downloads
128
Abstract Views
429
rank
220,842
PlumX Metrics