56
Views
17
CrossRef citations to date
0
Altmetric
Original Articles

A Conceptual Approach to Alternative Memory Measures for Advertising Effectiveness

&
Pages 1-14 | Published online: 08 May 2012

References

  • Alba , Joseph W. and Hutchinson , J. Wesley . 1987 . “Dimensions of Consumer Expertise,” . Journal of Consumer Research , 13 ( March ) : 411 – 454 .
  • Assmus , Gert . 1984 . “New Product Forecasting,” . Journal of Forecasting , 3 ( April-June ) : 121 – 138 .
  • Atkinson , Richard C. and Juola , James F. 1974 . “Search and Decision Processes in Recognition Memory,” . In Contemporary Developments in Mathematical Psychology: Learning, Memory, and Thinking: Vol. 1 , Edited by: Krantz , David H. , Atkinson , Richard C. , Luce , R. Duncan and Suppes , Patrick . 243 – 293 . San Francisco : Freeman .
  • Bacon , Frederick T. 1979 . “Credibility of Repeated Statements: Memory for Trivia,” . Journal of Experimental Psychology: Human Learning and Memory , 5 ( May ) : 241 – 252 .
  • Baddeley , Alan D. 1982 . “Amnesia: A Minimal Model and an Interpretation,” . In Human Memory and Amnesia , Edited by: Cermak , Laird S. 305 – 306 . Hillsdale , NJ : Erlbaum .
  • Bagozzi , Richard P. and Silk , Alvin J. 1983 . “Recall, Recognition, and the Measurement of Memory for Print Advertisements,” . Marketing Science , 2 ( Spring ) : 95 – 134 .
  • Barry , Thomas E. 1987 . “The Development of the Hierarchy of Effect: An Historical Perspective,” . Current Issues and Research in Advertising , 10 ( 2 ) : 251 – 296 .
  • Bettman , James R. 1979 . “Memory Factors in Consumer Choice: A Review,” . Journal of Marketing , 43 ( Spring ) : 37 – 53 .
  • Blaxton , Teresa A. 1989 . “Investigating Dissociations Among Memory Measures: Support for Transfer Appropriate Processing Framework,” . Journal of Experimental Psychology: Learning, Memory, and Cognition , 15 ( July ) : 657 – 668 .
  • Burke , Marina Chapman and Edell , Julia A. 1989 . “The Impact of Feelings on Ad-Based Affect and Cognition,” . Journal of Marketing Research , 26 ( February ) : 69 – 84 .
  • Cofer , C. N. 1967 . “Conditions for the Use of Verbal Associations,” . Psychological Bulletin , 68 : 1 – 12 .
  • Duke , Charles R. “Alternative Awareness Measures: A Conceptual Approach,” . Marketing Theory and Practice: Developments for the 90's, Atlantic Marketing Association Proceedings . Edited by: Morris , Michael H. and Teeple , Eugene E. Vol. 5 , pp. 79 – 83 .
  • Duke , Charles R. “Empirical Comparisons of Direct and Indirect Memory Measures,” . Marketing at the Crossroads: Theory and Practice, Atlantic Marketing Association Proceedings . Edited by: Thompson , Donald , Kosenko , Rustan and Baer , Robert . Vol. 7 , pp. 270 – 275 .
  • Ehrenberg , Andrew S. C. , Goodhardt , Gerald J. and Barwise , Patrick T. 1990 . “Double Jeopardy Revisited,” . Journal of Marketing , 54 ( July ) : 82 – 91 .
  • Erickson , James R. , Gaffney , Carol Renaud and Heath , Wendy P. 1987 . “Difficulty and Familiarity Norms for 192 Single-Solution Word Fragments,” . Behavior Research Methods, Instruments, and Computers , 19 ( August ) : 370 – 376 .
  • Gibson , Lawrence D. 1983 . “Not Recall,” . Journal of Advertising Research , 23 ( February-March ) : 39 – 46 .
  • Gillund , Gary and Shiffrin , Richard M. 1984 . “A Retrieval Model for Both Recognition and Recall,” . Psychological Review , 91 ( January ) : 1 – 67 .
  • Graf , Peter and Mandler , George . 1984 . “Activation Makes Words More Accessible, but Not Necessarily More Retrievable,” . Journal of Verbal Learning and Verbal Behavior , 23 ( October ) : 553 – 568 .
  • Graf , Peter , Mandler , George and Haden , Patricia E. 1982 . “Simulating Amnesiac Symptoms in Normals,” . Science , 218 ( December 17 ) : 1243 – 1244 .
  • Graf , Peter and Schacter , Daniel L. 1985 . “Implicit and Explicit Memory for New Associations in Normal and Amnesiac Subjects,” . Journal of Experimental Psychology: Learning, Memory, and Cognition , 11 ( July ) : 501 – 518 .
  • Graf , Peter and Schacter , Daniel L. 1987 . “Selective Effects of Interference on Implicit and Explicit Memory for New Associations,” . Journal of Experimental Psychology: Learning, Memory, and Cognition , 13 ( January ) : 45 – 53 .
  • Greene , Robert L. 1986 . “Word Stems as Cues in Recall and Completion Tasks,” . Quarterly Journal of Experimental Psychology , 38A ( November ) : 663 – 673 .
  • Greenwald , Anthony G. and Leavitt , Clark . 1984 . “Audience Involvement in Advertising: Four Levels,” . Journal of Consumer Research , 11 ( June ) : 581 – 592 .
  • Haskins , Jack B. 1964 . “Factual Recall as a Measure of Advertising Effectiveness,” . Journal of Advertising Research , 4 ( March ) : 2 – 7 .
  • Hastie , Reid and Park , Bernadette . 1986 . “The Relationship Between Memory and the Judgment Task is Memory-Based or On-Line,” . Psychological Review , 93 ( July ) : 258 – 268 .
  • Hayman , Gordon C.A. and Tulving , Endel . 1989 . “Is Priming in Fragment Completion Based on a “Traceless” Memory System?” . Journal of Experimental Psychology: Learning, Memory, and Cognition , 15 ( September ) : 941 – 956 .
  • Hollis , Nigel S. 1990 . “Separating Advertising from Promotional Effects with Econometric Modeling,” . Journal of Advertising Research , 30 ( June-July ) : RC6 – 13 .
  • Jacoby , Larry L. and Dallas , Mark . 1981 . “On the Relationship Between Autobiographical Memory and Perceptual Learning,” . Journal of Experimental Psychology: General , 110 ( September ) : 306 – 340 .
  • Janiszewski , Chris . 1988 . “Preconscious Processing Effects: The Independence of Attitude Formation and Conscious Thought,” . Journal of Consumer Research , 15 ( September ) : 199 – 209 .
  • Johnson , Marcia K. and Hasher , Lynn . 1987 . “Human Learning and Memory,” . Annual Review of Psychology , 38 : 631 – 668 .
  • Johnson , Marcia K. , Kim , J. K. and Risse , G. 1985 . “Do Alcoholic Korsakoff's Syndrome Patients Acquire Affective Reactions?” . Journal of Experimental Psychology: Learning, Memory, and Cognition , 11 ( January ) : 22 – 36 .
  • Johnson , Michael D. 1984 . “Consumer Choice Strategies for Comparing Noncomparable Alternatives,” . Journal of Consumer Research , 11 ( December ) : 741 – 753 .
  • Johnston , William H. , Dark , Veronica J. and Jacoby , Larry L. 1985 . “Perceptual Fluency and Recognition Judgments,” . Journal of Experimental Psychology: Learning, Memory, and Cognition , 11 ( January ) : 3 – 11 .
  • Keller , Kevin Lane . 1991 . “Cue Compatibility and Framing in Advertising,” . Journal of Marketing Research , 28 ( February ) : 42 – 57 .
  • Krugman , Herbert E. 1986 . “Low Recall and High Recognition of Advertising,” . Journal of Advertising Research , 26 ( February-March ) : 79 – 86 .
  • Krugman , Herbert E. 1965 . “The Impact of Television Advertising: Learning Without Involvement,” . Public Opinion Quarterly , 29 ( Fall ) : 349 – 356 .
  • Lavidge , Robert J. and Steiner , Gary A. 1961 . “A Model for Predictive Measurements of Advertising Effectiveness,” . Journal of Marketing , 25 ( October ) : 59 – 62 .
  • Leigh , James H. 1984 . “Recall and Recognition Performance for Umbrella Print Advertisements,” . Journal of Advertising , 19 ( 2 ) : 4 – 14 .
  • Leigh , James H. and Menon , Anil . 1986 . “A Comparison of Alternative Recognition Measures of Advertising Effectiveness,” . Journal of Advertising , 15 ( 3 ) : 4 – 20 .
  • Leigh , James H. and Menon , Anil . 1987 . “Audience Involvement Effects on the Information Processing Of Umbrella Print Advertisements,” . Journal of Advertising , 16 ( 3 ) : 3 – 12 .
  • Levy , B. A. 1983 . “Proofreading Familiar Text: Constraints on Visual Processing,” . Memory and Cognition , 12 : 135 – 146 .
  • Lichtenstein , Meryl and Srull , Thomas K. 1985 . “Conceptual and Methodological Issues in Examining the Relationship Between Consumer Memory and Judgment,” . In Psychological Processes and Advertising Effects: Theory, Research, and Applications , Edited by: Alwitt , Linda F. and Mitchell , Andrew A. 113 – 128 . Hillsdale , NJ : Erlbaum .
  • MacKenzie , Scott B. and Lutz , Richard J. 1989 . “An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context,” . Journal of Marketing , 53 ( April ) : 48 – 66 .
  • Mandler , George . 1980 . “Recognizing: the Judgment of Previous Occurrence,” . Psychological Review , 87 ( May ) : 252 – 271 .
  • Marketing Science Institute . “Beyond Recall,” . MSI Conference Report . Vol. 11 ,
  • Meyer , D. E. and Schvaneveldt , R. W. 1971 . “Facilitation in Recognizing Pairs of Words: Evidence of a Dependence in Retrieval Operations,” . Journal of Experimental Psychology , 90 : 227 – 234 .
  • Milgram , P. 1987 . “A Spectacle-Mounted Liquid-Crystal Tachistoscope,” . Behavior Research Methods, Instruments, and Computers , 19 ( October ) : 449 – 456 .
  • Morris , Donald C. , Bransford , John D. and Franks , Jeffery J. 1977 . “Levels of Processing Versus Transfer Appropriate Processing,” . Journal of Verbal Learning and Verbal Behavior , 16 ( October ) : 519 – 533 .
  • Muehling , Darrel D. 1987 . “Comparative Advertising: The Influence of Attitude-Toward-the-Ad on Brand Evaluation,” . Journal of Advertising , 16 ( 4 ) : 43 – 50 .
  • Muehling , Darrel D. , Stoltman , Jeffery J. and Mishra , Sanjay . 1990 . “An Examination of the Cognitive Antecedents of Attitude-Toward-The-Ad,” . Current Issues and Research in Advertising , 12 ( 1 ) : 95 – 118 .
  • Obermiller , Carl . 1985 . “Varieties of Mere Exposure: the Effects of Processing Style and Repetition on Affective Response,” . Journal of Consumer Research , 12 ( June ) : 17 – 30 .
  • Park , Whan C. and Mittal , Banwari . 1983 . “Involvement Theory and Consumer Behavior,” . In Consumer Behavior: Basic Findings and Management Implications , Edited by: Zaltman , Gerald and Wallendorf , Melanie . 549 – 569 . New York : John Wiley and Sons .
  • Parkin , Alan J. , Reid , Thomas K. and Russo , Ricardo . 1990 . “On the Differential Nature of Implicit and Explicit Memory,” . Memory and Cognition , 18 ( 5 ) : 507 – 514 .
  • Petty , Richard E. and Cacioppo , John T. 1984 . “The Effects of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion,” . Journal of Personality and Social Psychology , 46 ( January ) : 69 – 81 .
  • Pringle , Lewis G. , Wilson , R. Dale and Brody , Edward I. 1982 . “NEWS: A Decision-Oriented Model for New Product Analysis and Forecasting,” . Marketing Science , 1 ( Winter ) : 1 – 29 .
  • Richardson-Klavehn , Alan and Bjork , Robert A. 1988 . “Measures of Memory,” . Annual Review of Psychology , 39 : 475 – 544 .
  • Roediger , Henry L. III . 1990a . “Implicit Memory: Retention Without Remembering,” . American Psychologist , 45 ( September ) : 1043 – 1056 .
  • Roediger , Henry L. III . 1990b . “Implicit Memory: A Commentary,” . Bulletin of Psychological Society , 28 ( 4 ) : 373 – 380 .
  • Roediger , Henry L. III and Blaxton , Teresa A. “Retrieval Modes Produce Dissociations in Memory for Surface Information,” . Memory and Cognitive Processes: The Ebbinghaus Centennial Conference . Edited by: Gorfein , D. S. and Hoffman , R. P. Hillsdale , NJ : Erlbaum .
  • Roediger , Henry L. III , Blaxton , Teresa A. and Weldon , Mary Susan . 1988 . “Reversing the Picture Superiority Effect,” . In Imagery and Related Mnemonic Processes: Theories, Individual Differences, and Applications , Edited by: McDaniel , M. A. and Pressley , M. New York : Springler-Verlag .
  • Schacter , Daniel L. 1987 . “Implicit Memory: History and Current Status,” . Journal of Experimental Psychology: Learning, Memory, and Cognition , 13 ( July ) : 501 – 518 .
  • Schacter , Daniel L. , Bowers , J. and Booker , J. 1989 . “Intention, Awareness and Implicit Memory: The Retrieval Intentionality Criterion,” . In Implicit Memory , Edited by: Lewandowsky , S. , Dun , J. C. and Kirsner , Kim . 47 – 65 . Hillsdale , NJ : Erlbaum .
  • Schacter , Daniel L. , Bowers , J. , Booker , J. and Graf , Peter . 1986 . “Effects of Elaborative Processing on Implicit and Explicit Memory for New Associations,” . Journal of Experimental Psychology: Learning, Memory, and Cognition , 12 ( July ) : 432 – 444 .
  • Schacter , Daniel L. , Bowers , J. , Booker , J. , Graf , Peter and Moscovitch , M. 1984 . “Infants, Amnesics, and Dissociable Memory Systems,” . In Infant Memory: Its Relation to Normal and Pathological Memory in Humans and Other Animals , Edited by: Moscovitch , M. 173 – 216 . New York : Plenum .
  • Shimamura , Arthur P. 1986 . “Priming Effects in Amnesia: Evidence for a Dissociable Memory Function,” . Quarterly Journal of Experimental Psychology , 38A ( November ) : 619 – 644 .
  • Shimp , Terrence A. and Preston , Ivan L. 1981 . “Deceptive and Nondeceptive Consequences of Evaluative Advertising,” . Journal of Marketing , 45 ( Winter ) : 22 – 32 .
  • Simon , Herbert A. 1975 . “The Functional Equivalence of Problem Solving Skills,” . Cognitive Psychology , 7 ( April ) : 268 – 288 .
  • Singh , Surendra N. and Churchill , Gilbert A. 1986 . “Using the Theory of Signal Detection to Improve Ad Recognition Testing,” . Journal of Marketing Research , 23 ( November ) : 327 – 336 .
  • Singh , Surendra N. , Churchill , Gilbert A. and Cole , Catherine A. 1989 . “Advertising Copy Testing in Print Media,” . Current Issues and Research in Advertising , 11 ( 2 ) : 215 – 284 .
  • Singh , Surendra N. , Churchill , Gilbert A. , Cole , Catherine A. and Rothschild , Michael L. 1983 . “Recognition as a Measure of Learning from Television Commercials,” . Journal of Marketing Research , 20 ( August ) : 235 – 248 .
  • Singh , Surendra N. , Churchill , Gilbert A. , Cole , Catherine A. , Rothschild , Michael L. and Churchill , Gilbert A. 1988 . “Recognition versus Recall as Measures of Television Commercial Forgetting,” . Journal of Marketing Research , 23 ( February ) : 72 – 80 .
  • Smith , Robert E. and Swinyard , William R. 1982 . “Information Response Models: An Integrated Approach,” . Journal of Marketing , 46 ( Winter ) : 81 – 93 .
  • Squire , Larry R. 1986 . “Mechanisms in Memory,” . Science , 232 : 1612 – 1619 .
  • Squire , Larry R. 1987 . Memory and Brain , New York : Oxford University Press .
  • Squire , Larry R. , Shimamura , Arthur P. and Graf , Peter . 1985 . “Independence of Recognition Memory and Priming Effects: A Neuropsychological Analysis,” . Journal of Experimental Psychology: Learning, Memory, and Cognition , 11 ( January ) : 37 – 44 .
  • Stewart , David W. and Furse , David H. 1986 . Effective Television Advertising: A Study of 1000 Commercials , Lexington , MA : Lexington .
  • Stewart , David W. , Furse , David H. and Kozak , Randall P. 1983 . “A Guide to Commercial Copytesting Services,” . Current Issues and Research in Advertising , 11 ( 4 ) : 20 – 38 .
  • Thorson , Esther . 1990 . “Consumer Processing of Advertising,” . Current Issues and Research in Advertising , 12 ( 2 ) : 197 – 230 .
  • Tull , Donald S. and Hawkins , Del I. 1990 . Marketing Research: Measurement and Method, , 5th ed. , New York : Macmillan .
  • Tulving , Endel . 1983 . Elements of Episodic Memory , London : Oxford University .
  • Tulving , Endel and Schacter , Daniel L. 1990 . “Priming and Human Memory Systems,” . Science , 247 ( January 19 ) : 301 – 306 .
  • Tulving , Endel , Schacter , Daniel L. and Stark , Heather A. 1982 . Priming Effects in Word-Fragment Completion Are Independent of Recognition Memory,” . Journal of Experimental Psychology: Learning, Memory, and Cognition , 8 ( July ) : 336 – 342 .
  • Urban , Glen L. “Market Response Models for the Analysis of New Product,” . American Marketing Association Educators Conference Proceedings . Edited by: King , Robert L. pp. 105 – 111 . Chicago : American Marketing Association .
  • Warrington , Elizabeth K. and Weiskrantz , L. 1970 . “Amnesic Syndrone: Consolidation or Retrieval?” . Nature , 228 ( November 14 ) : 628 – 630 .
  • Wiseman , Sandor and Tulving , Endel . 1976 . “Encoding Specificity: Relation Between Recall Superiority and Recognition,” . Journal of Experimental Psychology: Human Learning and Memory , 2 ( 3 ) : 349 – 361 .
  • Young , Shirley . 1972 . “Copy Testing Without Magic Numbers,” . Journal of Advertising Research , 12 ( February ) : 3 – 12 .
  • Yi , Youjae . 1990 . “Cognitive and Affective Priming Effects of the Context for Print Advertisements,” . Journal of Advertising , 19 ( Spring ) : 40 – 49 .
  • Zajonc , Robert B. and Markus , Hazel . 1985 . “Must All Affect Be Mediated by Cognition?” . Journal of Consumer Research , 12 ( December ) : 363 – 364 .
  • Zielske , Herbert A. 1982 . “Does Day After Recall Penalize Feeling Ads?” . Journal of Advertising Research , 22 ( February-March ) : 19 – 22 .
  • Zinkhan , George M. and Gelb , Betsy D. 1986 . “What Starch Scores Predict,” . Journal of Advertising Research , 26 ( August-September ) : 45 – 50 .
  • Zinkhan , George M. , Gelb , Betsy D. and Martin , Claude R. Jr. 1983 . “Two Copy Testing Techniques: The Cloze Procedure and the Cognitive Complexity Test,” . Journal of Business Research , 11 ( 2 ) : 217 – 227 .
  • Zinkhan , George M. , Locander , William B. and Leigh , James A. 1986 . “Dimensional Relationships of Aided Recall and Recognition,” . Journal of Advertising , 15 ( Winter ) : 38 – 46 .

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.