Dimensional Relationships of Aided Recall and Recognition
- 1 March 1986
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 15 (1) , 38-46
- https://doi.org/10.1080/00913367.1986.10672987
Abstract
The advertising literature contains some evidence that memory measures, such as aided recall and recognition, are multidimensional in nature, but little is known about the character of the separate dimensions. This issue is investigated in the present study by including correlates of aided recall and recognition. The results of an ESSCA analysis indicate that there are at least two independent dimensions of memory for advertisements. The first dimension is related to positive affective reactions to the ad, brand and product category, and the second is related to knowledge or ability differences between individuals.Keywords
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