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Journal of Current Issues & Research in Advertising Volume 16, 1994 - Issue 2
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Original Articles

Applying Implicit Memory Measures: Word Fragment Completion in Advertising Tests

Charles R. Duke Department of Marketing, Clemson University, Clemson, South Carolina, USA
&
Les Carlson Department of Marketing, Clemson University, Clemson, South Carolina, USA
Pages 29-39 | Published online: 08 May 2012
 
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Abstract

An implicit memory measure, word fragment completion, showed significant product information retention from print advertising with no advantage for either brand or nonbrand processing strategies. The results indicated that implicit measures can be adapted for use in advertising research in conjunction with recall and recognition and may provide additional insight into how message information is processed.

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