Delayed Recall of Copytest Responses: The Temporal Stability of Listed Thoughts
分析大规模广告竞赛研究数据，发现女性消费者一周后能回忆一半的列出想法；评价性想法比中性想法更易回忆，不利想法略优于有利想法，自我相关想法在标准广告中更易回忆，而非常规广告中执行相关想法最易回忆。
Data from a large-scale advertising contesting study were analyzed to assess the overall level of recall of listed thoughts at a delay, and to determine the types of listed thoughts that were particularly retrievable. Female heads-of-household viewed a series of television commercials and listed thoughts about each. One week later, the respondents, who were recontacted by telephone, were able to recall the content of half of their listed thoughts. More importantly, comparisons of the recall rates for listed-thought categories supported theory-based predictions about the responses that should be particularly retrievable. Thoughts that contained evaluative content mere significantly more likely to be recalled than neutral thoughts, and unfavorable thoughts were slightly more likely to be recalled than favorable thoughts. Also, thoughts about the self were more likely to be recalled than thoughts that did not contain self-relevant content. This greater retrievability of self-relevant thoughts was true for commercials with standard executorial styles. However, for ads with a highly unusual presentation or spokesperson, thoughts about the ad execution appeared to be the most retrievable.