识别与回忆作为电视广告遗忘的测量方法

Recognition versus Recall as Measures of Television Commercial Forgetting

Journal of Marketing Research · 1988
被引 144
FT 50UTD 24ABS 4★

中文导读

研究了识别和回忆两种记忆测量方法在衡量电视广告遗忘中的差异，发现识别比回忆更能准确反映广告的遗忘过程，对广告效果评估有参考价值。

Abstract

Surendra N. Singh, Michael L. Rothschild, Gilbert A. Churchill, Jr., Recognition versus Recall as Measures of Television Commercial Forgetting, Journal of Marketing Research, Vol. 25, No. 1 (Feb., 1988), pp. 72-80

市场营销广告效果消费者心理学认知心理学
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