Recognition as a Measure of Learning from Television Commercials

Autor:	Surendra N. Singh, Michael L. Rothschild
Rok vydání:	1983
Předmět:	Marketing Economics and Econometrics 0502 economics and business 05 social sciences 050211 marketing 0501 psychology and cognitive sciences Business and International Management 050105 experimental psychology
Zdroj:	Journal of Marketing Research. 20:235-248
ISSN:	1547-7193 0022-2437
DOI:	10.1177/002224378302000302
Popis:	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.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::ce91d595c56f9070172fae9295972054 https://doi.org/10.1177/002224378302000302 Zobrazit plný text záznamu Plný text ve formátu PDF